The concerning future of the resilient keyword
It’s time to rethink the role of the PPC keyword based on changes in user search behavior. It is with tears I write this article. I weep not solely for my loss, but yours as well. I am referring, of course, to what I see as the inevitable demise of a legend, an icon, the darling of all marketing land: The keyword. Joking aside, the keyword is an entity we should pause to appreciate more. In my recent book (Ponderings of a PPC Professional), I devoted an entire chapter to the…
Read More