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Melissa Burgess
Contributing Editor
Search
Melissa Burgess is Director of Business Development at IMPAQT. She manages all aspects of Business Development activities ranging from partnership development to direct sales initiatives for corporate brand marketers. As a recognized expert in Search Marketing, Melissa has helped develop and execute search strategies for clients in the Retail, Pharmaceutical and CPG industries. You can contact Melissa at Melissa.Burgess@impaqt.com.

More articles by Melissa Burgess

Melissa Burgess



Translating AOL’s Search Data Saga: Delving Beyond the “What” and into the “How” of the Online Giant’s Gaffe

Written on
September 6th 2006
Author
  |   Melissa Burgess

The AOL Search blunder has turned into a three-ring circus lately. Can you count how many articles that have been published over the past two weeks that discuss the ins and outs of what people search for? Those of us that have a twinge of voyeuristic behavior in our systems [...] More...

Can SEO Coexist with Commerce? Studying the Bond between Search and Online Retail, Part II

Written on
July 12th 2006
Author
  |   Melissa Burgess

Last month, I wrote about how Online Retail and Search are two industries that work in unison with the main objective to fulfill the consumer’s need; find information on product, compare product, buy product. Search fulfills the need of the consumer at the point in which they are seeking information, [...] More...

Can SEO Coexist with Commerce? Studying the Bond between Search and Online Retail

Written on
May 31st 2006
Author
  |   Melissa Burgess

Online retail and search are two industries that work in unison with the main objective to fulfill the consumers’ need. Paired together, they help consumers research, locate, and eventually purchase products and services, whether online or cross-channel. The dynamic nature of the retail industry is almost as fluid as search. Each [...] More...

Delivering the Goods: How Consumer-Packaged Brands Can Break Through Online

Written on
April 5th 2006
Author
  |   Melissa Burgess

Bounce is doing it; Cottonelle is doing it too. What are these brands doing? They’re harnessing the power of the Internet to engage with their customers and to connect with them on a level far beyond their everyday usage. According to eMarketer, the consumer packaged goods (CPG) industry is projected to [...] More...

“Chicken Little” Heads to Search

Written on
March 9th 2006
Author
  |   Melissa Burgess

“The sky is falling, the sky is falling.” It seems that since a nascent article cropped up last week about one firm’s decline in Search spending, many people are jumping to conclusions that the Search sky is falling, when this is any where remotely close to the case. Let’s run [...] More...

The Long and Short of It: Yahoo Follows Google’s Lead in Shrinking Search Text

Written on
February 3rd 2006
Author
  |   Melissa Burgess

Back in December, Yahoo announced that they were migrating to a shorter character length within their sponsored search text ads; very Googlesque. Last week, the roll-over began with many ads truncated after the first 70 characters, moving from 190 characters to a mere 70. Is this a good or bad thing? [...] More...

Lead and They Shall Follow: Google’s Dominance in 2006

Written on
January 4th 2006
Author
  |   Melissa Burgess

I was perusing the latest headlines from my company’s RSS feeds today and noticed that Google appeared in over 28 articles. Yahoo had 11 mentions, MSN only two. (Must have been a slow day…maybe they’re working on adCenter?) If you’re like me, you’ve taken to blissfully glazing over every Google article, [...] More...

Should I Outsource My Search Efforts?

Written on
December 1st 2005
Author
  |   Melissa Burgess

I was at the inaugural Internet Retailer conference in Chicago earlier this month and spoke with many people, most of whom were interested in talking shop on Search Marketing. It appears that the majority of major internet retailers are still in the “consideration phase” of outsourcing their Search efforts. When [...] More...

The Next Generation of Search Marketers

Written on
November 16th 2005
Author
  |   Melissa Burgess

As I left NYC last week after another exuberant AD:TECH show, I couldn’t help but ponder the future of Search and just where this industry is headed. More importantly, I thought about the plethora of companies at the show that claimed that they were either, a) dedicated Search-only firms, or [...] More...

Much Love for AOL

Written on
October 19th 2005
Author
  |   Melissa Burgess

Is it just me or is everyone all of a sudden fawning over AOL? Frequently written off, AOL has recently crept out of the woodworks to become a courted partner in Google/Comcast and MSN’s battle for Search dominance. The Search stakes have risen, and a Google/AOL merger would put Google out [...] More...

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