Fredrick Marckini

Fredrick Marckini

Fredrick Marckini is the founder and CEO of iProspect. Established in 1996 as the nation's first SEM-only firm, iProspect provides services that maximize online sales and marketing ROI through natural SEO, PPC advertising management, paid inclusion management, and Web analytics services.

Fredrick is recognized as a leading expert in the field of SEM and has authored three of the SEM industry's most respected books: "Secrets To Achieving Top-10 Positions" (1997), "Achieving Top-10 Rankings in Internet Search Engines" (1998), and "Search Engine Positioning" (2001, considered by most to be the industry bible). Considered a pioneer of SEM, Frederick was named to the Top 100 Marketers 2005 list from "BtoB Magazine."

Fredrick is a frequent speaker at industry conferences around the country, including Search Engine Strategies, ad:tech, Frost & Sullivan, and the eMarketing Association. In addition to ClickZ columns, He has written bylined articles for Search Engine Watch, "BtoB Magazine," "CMO Magazine," and numerous other publications. He has been interviewed and profiled in a variety of media outlets, including "The Wall Street Journal," "BusinessWeek," "The New York Times," "The Washington Post," "Financial Times," "Investor's Business Daily," "Internet Retailer," and National Public Radio.

Fredrick serves on the board for the Ad Club of Boston and was a founding board member of the Search Engine Marketing Professional Organization (SEMPO). He earned a bachelor's degree from Franciscan University in Ohio.

RECENT ARTICLES BY FREDRICK MARCKINI

Local Search: Convert and Win

Nov 10, 2005 - Sometimes best conversion opportunity is to target keywords that convert offline. Comments

PPC Advertising Connects to Conversion Rate

May 16, 2005 - How paid search bid prices are connected to conversion rates. Comments

Search Advertising and Conversion Lag Times

May 2, 2005 - Many products have conversion lag times. Yet overanxious marketers correct their course too quickly and leave money on the table. Comments

How Affiliate Programs Can Affect Search Rankings

Apr 18, 2005 - Your affiliates link to you in ways search engines can follow. Their links influence your ranking, for better or worse. Comments

Seasonality and SEM Campaigns

Apr 4, 2005 - Seasonality requires a new bidding strategy, not just a bigger budget. Comments

Local Search: Convert and Win

Mar 21, 2005 - Sometimes best conversion opportunity is to target keywords that convert offline. Comments

Nonconverting Keywords and the Search Continuum, Part 2

Mar 7, 2005 - How much is a nonconverting keyword worth? Much more than you think. Part two of a two-part series. Comments

Nonconverting Keywords and the Search Continuum, Part 1

Feb 7, 2005 - How much is a nonconverting keyword worth? Much more than you think. Part one of a two-part series. Comments

Keywords: Speak Your Audience’s Language

Jan 24, 2005 - Your Web site isn’t the focus of your SEM campaign. Your audience is. Comments

The SEM CEO's Predictions, Part 2

Jan 10, 2005 - Where's search going in 2005? Our expert (and a few readers) gaze into their crystal balls. Comments

The SEM CEO's Predictions, Part 1

Dec 27, 2004 - A look back on the accuracy of last year's predictions for 2004 in part one of a two-part series. Comments

Search-Engine Ready Corporate Communications

Dec 13, 2004 - Media coverage leaves a trail of breadcrumbs. Do you know which ones search engines can follow? Comments

SEO’s Multiplying Effect on Paid Inclusion

Nov 29, 2004 - Pairing paid inclusion with SEO can significantly increase your ROI. Comments

Single-Word Searches Aren’t Dead Yet

Nov 15, 2004 - Keywords are the heart of an SEM campaign. Some important stats on how they’re used. Comments

Google’s Desktop Search Could Change SEM Forever

Nov 1, 2004 - Desktop search will change the way people use computers. That makes it a trend worth watching. Comments

When Client/SEM Communications Break Down

Oct 18, 2004 - Three major communication breakdowns that can demolish SEM campaign results. Comments

Paid Inclusion Beats PPC in Many Markets

Oct 4, 2004 - Paid inclusion is often much cheaper than PPC search ads. Most marketers should use both for maximum ROI. Comments

SEM Wants to Embrace the CMO

Sep 20, 2004 - Search has earned its way up the corporate food chain, from Webmaster to marketing coordinator to director of online marketing and VP of online marketing... Comments

Why Nonconverting Keywords Will Drive Search Ad Spend

Aug 23, 2004 - As any brand marketer will tell you, conversion isn’t always the goal. There’s ROI in nonconverting keywords, too. Comments

PPC Advertising Connects to Conversion Rate

Aug 9, 2004 - How paid search bid prices are connected to conversion rates. Comments

SEO and Paid Search Campaigns: Share the Data!

Jul 26, 2004 - Failing to inform a natural search campaign with findings from a search advertising campaign (or vice versa) means a high lost-opportunity cost. Comments

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