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by Stephen Logan on 7th January 2010
When search marketers are just starting out, they should concentrate on getting the fundamentals right, according to a representative from Yahoo!.
It is unlikely that anyone starts out as an SEO services expert, so at the beginning it is important to do the basic parts correctly, writes Michael Mattis on the Yahoo Search Marketing blog.
In his view, testing two or more adverts against each other, selecting suitable keywords and ensuring that content is of a high standard will set up a marketing campaign for success, but doing some extra research cannot hurt either.
Mr Mattis said: "Forewarned is forearmed and a little knowledge up front will help get your ads through the gauntlet."
He pointed out that another outlet to consider in 2010 could be the use of social networks for advertising, which he claimed Yahoo! is supportive of.
Last month, the company noted that there was additional consumer caution in terms of the amount people spent over the festive season, as a result of the economic climate.