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For some time, paid search campaign managers have been told to treat search campaigns and “contextual” ads – often managed through the same platform – as distinct targeting methods. But with the explosion of ad types such as search retargeting and Yahoo’s SmartAds, as well as new tactics for managing and bidding on placements, it’s getting harder to justify keeping them in different buckets.

Visitors take interesting paths on the way to your shopping cart, surfing through a variety of ads and search listings before arriving at your site. Which types of ads or combination of ads are the most likely to lead to conversion – your display ads, Facebook ads, branded PPC ads or something else? And which ads result in the highest profit and ROI?

The recent Google Panda update just made great content critical; social media is grabbing all the headlines; search gets more powerful every year. How do they all play together? How do you increase your odds of being found both in search and social media? How will you consistently create content your users will enjoy?

Why should I stay at this hotel and not the one next door? A question most shoppers ask themselves before staying somewhere they haven’t seen or heard of before. The point of reference most customers trust is a review or the new word of mouth in a global industry, which enables customers to become more emotionally comfortable with a decision. The act of managing this feedback is a popular term nowadays also known as online reputation management (ORM).

Search engines, like Google and Bing, now place high ranking factors on social media and guest reviews channels, making online reputation management (ORM) a must-have in a hotel’s revenue management/sales and marketing strategy. While hotels may not be able to remove damaging content, this article lays out how to minimize its harmful effects using SEO techniques.