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A $20 click looks expensive next to a $5 click. A $100 click can look outrageous, and in some industries advertisers routinely encounter commercially important searches costing hundreds of dollars per click. The natural reaction is to look at the CPC column and decide the expensive keywords are the problem. Maybe they are. But cost…
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I’ve been working in search marketing since the early commercialization of the web, and rankings have always been one of the easiest things in SEO to show a client. “You were #18. Now you’re #6.” Great. I’d rather be #6 than #18 too. But what did it do for the business? That second question is…
