Search Engine Marketing: Invigorate Your Paid Search Efforts With Keyword Expansion

As a cataloger actively engaged in search engine marketing (SEM), what can you do to ensure your program doesn’t get stagnant? Consider keyword expansion, suggests James Colborn, author of “Search Marketing Strategies: A Marketer’s Guide to Objective-Driven Success from Search Engines,” (Butterworth-Heinemann). Keyword expansion is the development and addition of new keywords to a portfolio for the general improvement of the campaign.