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by Mike Essex on 2nd February 2011
Microsoft is set to boost its efforts in PPC and SEO, but in order to do so it must at least think about sitelinks.
Advice from Search Engine Watch suggests these links allow site owners to channel their visitors, meaning users of PPC services might find consumers follow a lead after making a one-word search.
The company could alter the format and mechanics of sitelinks, in order to report data and control the links that are shown.
And the article also advises placing local information in PPC ads, as well as incorporating feeds to enhance these advertisements.
"After all, Google wasn't the first PPC engine – they took the idea and added engineering rocket fuel," the publication claims.
With Google recently reporting its paid clicks rose in the third quarter of last year, others may be keen to follow its example and manage their online advertising using a similar method.