Refine Your Search Engine Marketing Initiatives

When planning your next catalog drop, don’t forget to turn to your online channel to tighten up your accompanying keywords and write effective ad copy. And to maximize the shelf life of those keywords, use peripheral terms that will supplement the more obvious brand-name terms already in use.

Peripheral keywords include non-branded products, categories and phrases. For example, a peripheral for an athletic shoe retailer might be “men’s running shoes.”