Hipcricket Adds to the Surge in Seattle Startup Acquisitions

Seattle Tech and Startup News from the Past Week

Mobile marketing firm Hipcricket sells to Augme for $44.5 million GeekWire

By accepting a bid that could ultimately net over $70M in cash and stock if benchmarks are met, Hipcricket is adding to the mergers & acquisitions buzz in the Seattle tech sector. The new pairing with New York’s Augme will create an impressive list of corporate clients that rely on mobile marketing expertise, and it will bring aboard Hipcricket leadership while keeping the Seattle operation going.

Sony buys Bellevue’s Sucker Punch Seattle Times

Maverick maker of the inFamous series for PlayStation, Sucker Punch Productions is slated for sale to Sony, although it will continue operations in Bellevue. The planned acquisition of the studio founded by Microsoft vets follows on the heels of EA’s mega-million buyout of Seattle’s PopCap Games, cements a long-time partnership and brings Sony’s total take to 16 studios.

Seattle Startup Pirq Goes Live, Knocks Some Sense Into Daily Deals Craze with a ‘2.0’ Solution Press Release

A new iPhone app from the company headed by James Sun promises a smarter real-time daily deal solution for consumers and companies by utilizing geo-locating technology and Microsoft Tag. With mobile phones increasingly part of the shopping equation, Seattle’s Pirq plans to follow-up with something for Android users, offering buyers big discounts without pre-payment, while helping sellers avoid the pitfalls of deals that don’t reap return business and swamp stores at peak times.

ChoozOn cuts the coupon clutter with $3.2M Venture Beat

Tailoring deals to individual tastes makes ChoozOn a kind of Tivo for coupons, while taming the clutter and offering bonuses like deal clubs and an upcoming e-mail feature. The startup led by Nick Weir with an office in Bellevue just landed its own deal, earning a tidy angel investor sum that will help expand the coupon aggregator’s service and staff.

comScore acquires Seattle digital ad firm AdXpose for $22M TechFlash

AdXpose’s digital ad tracking technology proved an irresistible match for comScore, “the center of the digital media planning universe,” in the estimate of the Seattle startup’s newest CEO, Kirby Winfield. The $22M acquisition is the latest twist for the company originated by Greg Harrison as Mpire; whether AdXpose will continue its Seattle operation is uncertain.

Startup of the Week: Seven Scale TechFlash

Independence and the flexibility it brings is a priority for the bootstrapped Seattle startup that has even coined a phrase for its hands-on approach, “The GitHub Way.” Founded by Troy Davis and Eric Lindvall, whose Cloudvox service sold earlier, Seven Scale recently released Papertrail as part of its log message aggregator solution for IT professionals.

Seattle biotech star Dendreon cuts outlook, signals layoffs GeekWire

Surprisingly sluggish sales for Dendreon’s breakthrough cancer drug contributed to a quarterly net loss in excess of $100M, resulting in lowered revenue projections and plans to downsize staff. Headed by Michael Gold, the company that is the star player in Seattle’s biotech roster argues that its recent victory ensuring Medicare reimbursement will spur adoption by doctors of Provenge, whose FDA approval fueled high hopes for patients and Dendreon.

China Mobile to use Bsquare’s automated testing technology GeekWire

Boasting the planet’s biggest mobile network base, China Mobile’s more than 600 million users will reap the benefit of Bellevue technology that promises to minimize service snafus. The automated testing method offered with Bsquare’s Handset Certification Program is about to be put to the test, with China Mobile as a massive test market.

Washington state ranks second for entrepreneurs GeekWire

Despite Seattle’s tepid venture capital stream, The State Entrepreneurial Index names Washington a close second to New York, based on a comparison of 5 key factors that add up to a promising environment to launch a business. Massachusetts, New Jersey and rapidly rising Oregon round out the leaders.

HTC Buys Dashwire to Boost Mobile Cloud Service Xconomy

Dashwire is headed under the HTC umbrella as the Taiwan mobile device maker makes a multi-million dollar bid for the complementary data syncing service led by Ford Davidson. The startup will keep its Seattle base, operating as a fully-owned subsidiary and boosting the North American profile of HTC.

Amazon to Make a Tablet and PopCap Gets Acquired: Top Seattle Startup and Tech News

Seattle Startup and Tech News from the past week

Report: Amazon Tablet Set to Battle iPad in Fall PCWorld

The upcoming tablet war will herald the holiday buying blitz and give shoppers a choice of gadgets to tuck under the tree, with Amazon, Apple and Sony all slated for fall debuts. Amazon is keeping quiet about the specifications of its tablet, but the recent launch of its own Android Appstore laid the foundation for a totally integrated digital consumer platform.

Electronic Arts Makes Deal To Buy PopCap Red Orbit

EA is prepared to shell out in excess of a billion dollars for PopCap Games, Inc., including bonuses if the Seattle game-maker hits preset profit targets in the next few years. In return, Electronic Arts, Inc. expects to gain a needed edge in the digital and social gaming market that continues to erode console game sales by acquiring the creator of a series of hit titles with the advantage of games playable on platforms like Facebook.

Report: Microsoft Unveils Xbox Music Service – Update: Microsoft says Xbox Music report ‘inaccurate’ USA Today

Not just for gaming anymore, Xbox 360 continues its evolution into an all-purpose entertainment system, although a Business Insider announcement of an upcoming Xbox Music service was a misnomer. Xbox Live already offers access to millions of Zune titles, but a new Kinect feature will add voice command capability along with other enhancements that transform the concept of a game console.

Amazon turns to voters on sales tax fight CNET

Amazon is counting on the power of the people to win its ongoing sales tax battle, but the online retailer needs a half million signatures to bring its cause to a vote in California. Continuing to decry efforts to force the collection of sales tax in states where it lacks a physical presence, Amazon has already pulled affiliate programs in a handful of states, with more facing the axe.

Swype swipes more cash from Benaroya, Ignition and others TechFlash

Swype is sweeping in investors and generating buzz with its smart keyboard swipe science that is poised to launch on iOS and spread from tablets and cellphones to game systems, cars and beyond. The Seattle startup founded by Cliff Kushler and headed by Mike McSherry expects to see Swype sweep the touchscreen device market with a growing list of OEM partnerships.

Heavily-funded social networking upstart Lockerz buys AddToAny GeekWire

With a fresh $30M, Lockerz is adding AddToAny to its buying blitz, and CEO Kathy Savitt counts the acquisition as a major coup in its quest to reign as the homepage of Gen Z. Creator of the content-sharing platform with a half billion monthly users and a solid WordPress presence, wunderkind Pat Diven II now heads to the San Fran branch of the Seattle-based social network biz.

Wireless power for heart pumps: Medical breakthrough from UW researchers GeekWire

Recently honored for its advance in the science of artificial hearts, research conducted by a University of Washington team offers the advantage of wireless power. A vest containing a transmitter could at least temporarily free patients now confined by a cord, with the potential for even greater freedom with further advances.

WhitePages takes on Yelp with Localicious app for Android GeekWire

The debut of free Android app Localicious by WhitePages offers distinctively neighborhood-based info, including reviews and trendy locales along with the user’s precise location. For those who literally have trouble keeping up with the Joneses, the Seattle startup headed by Alex Algard also launched Neighbors, a site that helps put a name to the faces next door.

Startup Spotlight: Livemocha lands $5 million, tops 10 million members GeekWire

Livemocha boasts the planet’s biggest language learner base, 38 languages and a recipe that rivals Rosetta Stone with the advantage of native-speaking study buddies to facilitate mastery. The Seattle startup headed by Michael Schutzler and founded by Microsoft vet Shirish Nadkarni added another $5M in funding to overcome language barriers and bridge cultures in the process.

MOD Systems shuts down as prosecutors suggest 97 month jail term for founder Mark Phillips GeekWire

MOD Systems is out of business and its founder faces a 4-year prison stay after a conviction on multiple counts of fraud and money laundering, a sentence intended as a warning to CEOs who would abuse their positions of trust. The Seattle company that once raised $35M has closed its operation, and prosecutors blame Mark Phillips for neglecting his duties in favor of misappropriating funds, costing dozens of employees their livelihood.

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Bing to Power Baidu English Search: Seattle Tech News From the Past Week

Seattle Tech and Startup News for the Week Ending on July 10, 2011

Chinese search giant Baidu to use Microsoft Bing
New York Times

A partnership with China’s Baidu.com puts Bing in position to power searches for the most massive online market anywhere. Providing service in English on China’s largest search engine brings the search battle to its biggest arena yet, where Microsoft will likely face the same censorship from Beijing that drove Google to Hong Kong.

Amazon buying United Kingdom online book seller TechFlash

Pending approval, acquisition of major UK rival The Book Depository International gives Amazon access to its 6 million titles and adds to the e-retailer’s tally of book stores across the globe. Dodo Press, which revives books that are out-of-print, is part of the purchase, providing fuel for Amazon.com’s drive into the publishing arena.

Shades of Pets.com: Amazon unveils online pet store Wag.com GeekWire

With the launch of Wag.com, Amazon hopes this time it is barking up the right tree – and the e-retailer has no plans to resurrect the sock puppet pup that became a symbol for dot.com debacles. The promise of quick, and frequently free, delivery through its new Quidsi division overcomes one hurdle that hindered Pets.com, and it demonstrates Amazon’s willingness to learn from history’s harsh lessons.

PayScale lands $7 million for online salary service GeekWire

The Seattle startup in the business of providing salary comparisons just got its own $7M raise in VC funding to fuel its growth trajectory. Headed by Mike Metzger, PayScale boasts a partnership with LinkedIn and a thriving commercial client base that relies on its Insight service and a database of nearly 30 million job profiles.

Zipline’s Moai Powering “Crimson,” the First Mobile Game Release through Bungie Aerospace Xconomy

Seattle’s Zipline Games got a ringing endorsement for its Moai mobile gaming platform from Bungie Aerospace, the mobile arm of the studio famous for Halo that is readying its inaugural game, Crimson. Headed by Todd Hooper, Zipline is moving Moai from private beta and preparing its own Chronosaur game for launch.

Startup Spotlight: Pinpoint Pickup looks to roll over Uber GeekWire

Self-funded startup Pinpoint Pickup has global ambitions, a scalable model, and a stiff competitor in Uber, which is headed to Seattle soon. But co-founder Desiree Phair promises a smoother ride from the Seattle-based drive service accessible by web or smartphone.

Facebook Becomes Your Phone Company MSNBC

Already in bed with Microsoft, so to speak, Skype’s marriage with Facebook makes video-chatting a breeze and makes the social network even more pervasive in every aspect of life. Now, for a small fee, users can call offline numbers from within Facebook – a feature that could win converts from the dwindling ranks of non-fans.

Google suspends Realtime Search as Twitter deal expires Computerworld

The fate of Google Realtime Search on Twitter hangs in the balance, terminated – for now, at least – by the expiration of a long-standing agreement with the micro-blogging service. While Google reports the shutdown is part of its plan to integrate Google+, Bing and Yahoo! continue to enjoy real-time access to Twitter’s chatty traffic.

Startup of the Week: Sewichi Inc. TechFlash

Sewichi Inc. CEO David Shim is betting on the ripe field of mobile analytics and the rising adoption of smartphones, whose sales eclipsed PCs in the final quarter of 2010. The Seattle startup is counting on a smart team and solid support from Madrona Venture Group to tackle a promising but fragmented sector.

Finsphere raises cash to turn your cell phone into a fraud fighter GeekWire

Bellevue-based Finsphere matched its March haul with a new $1.75M VC haul. The startup headed by Michael Buhrmann promises to transform the ubiquitous cellphone into a tool to counter fraud and protect privacy with its PinPoint service that detects a mismatch between phone location and financial transactions.

Microsoft Launches Office 365: Seattle Tech and Startup News from the Past Week

Seattle Tech and Startup News from the Past Week

Microsoft Office 365 debuts with small-biz focus CNET

A Microsoft mainstay of its major Business Division was officially ushered into the cloud and out of beta by CEO Steve Ballmer who just debuted Microsoft Office 365, a hosted subscription service that offers a solution for organizations too small to boast IT staff. While Office touts a billion-plus users and a global reach, Google Apps is gaining a foothold and positioning itself as the choice for a new generation.

Wishpot spins off new social commerce platform, Venpop TechFlash

Founded as a social shopping service and headed by Max Ciccotosto, Seattle-based Wishpot now caters to retailers, with the official launch of a spin-off that promises to boost traffic three-fold. Touted as a smart complement to a social media campaign, Venpop enables custom promotions with Facebook and Twitter providing the social setting and the ideal audience.

Puzzle technology startup Puzzazz raises $400k in funding from industry vets GeekWire

Seattle startup Puzzazz already owned a niche as the source for interactive puzzle books on Kindle, and an infusion of angel funding from an impressive list of investors can fuel its quest for a presence on Android and iOS devices. Founder and Microsoft vet Roy Leban is the man behind ingenious electronic books that add an extra dimension to puzzles like Sodoku that count an army of fans.

Off & Away unfurls daily deal service for hotel rooms GeekWire

Daily deals on deluxe accommodations are the latest offering of Off & Away, the Seattle startup and hotel auction service headed by Doug Aley. Groomed by sites like LivingSocial and Groupon, consumers are already conversant in daily deal doings, which also offer a better chance at securing a coveted slot at the Ritz-Carlton than the conventional bidding process.

Rhapsody abides in musical cloud it created decade ago Seattle Times

Rhapsody isn’t exactly changing its tune, but the online subscription music service is revamping to ensure it can be heard above the din of cloud competitors. A slew of new features plus a massive music menu should start to pay off for the company headed by Jon Irwin that is solidifying its newly won independence from RealNetworks.

ForeSee Results: Daily deals getting a bad rap? TechFlash

New research paints a more promising picture of Daily Deals from the merchant side, contradicting prior studies indicating a lack of repeat business generated from these special offers. According to Foresee Results, nearly 2/3 of sales generated by Daily Deals can be considered new business – but ultimately the onus is on merchants to create smart deals and provide service that brings customers back after the deal is done.

Jeff Bezos touts the power of long-term thinking, budgets $42M for a 10,000 year clock GeekWire

Despite a fortune built on business conducted at digital speed, a $42M investment in a clock made to run for 10 millennia proves that Jeff Bezos believes in taking the long view. The Texas project whose scale rivals the pyramids may be the ultimate entrepreneurial vision, but it also distinguishes the Amazon.com creator from the more practical philanthropy of peers like Bill Gates.

A sign of a bubble? Startup-related legal questions surge in Silicon Valley, Seattle GeekWire

It might not qualify as science, but a Seattle online attorney directory is detecting a trend that could signal a startup bubble, especially for a couple of tech hot spots. AVVO pageview rates for legal issues affecting startups are soaring in perennial hotbed Silicon Valley and in Austin, Texas, while NY and Seattle also registered on this unconventional radar.

Google Android Growing by Daily Leaps and Bounds WebProNews

Compatibility with a range of platforms gives Android a decided edge over iOS in the US mobile phone space, despite Apple’s continued reign over the device domain. In a bit of Apple baiting, Google Engineering VP Andy Rubin claimed via Twitter that the rate of Android adoption exceeds .5 million daily and rising.

Startup unveils PlayLater, a DVR for Netflix, YouTube and other online video GeekWire

Now in trial mode, PlayLater is a subscription service touted as a Tivo for downloaded web content, selectively recording your favorites for playback at your convenience. Promising an alternative to cable, PlayOn software from Seattle and NY-based MediaMail Technologies enables viewing of content streamed from the likes of Hulu and Netflix on a range of devices.

Mark Zuckerberg Heading North for Sold-Out Developer Q&A at Facebook Seattle Office Xconomy

Facebook boss Mark Zuckerberg is paying a visit to his new branch office, along with VP of Engineering Mike Schroepfer, to host a Q&A session for area developers. Finding talent to fill the downtown Seattle division is an ongoing mission, and the social network leader is hardly alone in choosing the fertile hunting ground that is home to Amazon and Microsoft.

Google fires up its latest social-networking site Seattle Times

The launch of Google+ pits the search king against the formidable power of Facebook, which holds a significant edge – and an advertising lure – in time spent on its site per user. Chastened by the Buzz fiasco that ended in an FTC settlement, Google is anxious to join the social arena, but it is admittedly arriving late to the dance.

Likewise sells key product lines, switches focus to storage software GeekWire

With the sale of its Open and Enterprise lines, Likewise Software turns its full attention to storage, where the Bellevue company already claims a strong position. While some staff losses accompanied the acquisition by California-based BeyondTrust, new faces will be added to take the company helmed by Barry Crist on its new course.

Zuckerberg, Schroepfer: Facebook’s Crazy Growth Means Balancing Small-Team Culture While Making Sure Things Don’t Fall Apart Xconomy

Although the Facebook user base is skyrocketing, the social network boss is careful to keep growth within the company at a sustainable rate by focusing on hiring quality above quantity – and pushing important projects even on the newest interns. On a visit to the Emerald city, Mark Zuckerberg teased an upcoming development born in the Seattle office, the new hive of activity that is already abuzz and in high demand.

Will California’s ‘Amazon tax’ cause an affiliate exodus? Fortune

California’s new “Amazon tax” affects every out-of-state merchant with sales there, and it puts an end to the e-retailers’s contracts with affiliates in the state – so-called small businesses whose sales are often minuscule. While a similar New York tax is in legal limbo, the newly inked CA law is a dubious solution to state budget shortfalls and a kind of sneaky subversion of an earlier Supreme Court ruling.

Seattle Area Startup Helps Consumers Set Their Own Price For Products

Seattle Tech Roundup for Friday, June 24, 2011

Startup Spotlight: LootTap helps shoppers find online bargains GeekWire

Alerting consumers in real time to the place to find the products they want at the price they’re willing to pay is the promise and the distinction of LootTap, the boot-strapped brainchild of Trevor Hall. The Seattle area startup born as a software solution to locate contracting jobs is keen on customer feedback, lean in approach and confident in its ability to operate at the highest profit margin.

Former iLike employees singing a new tune with Picadee

A quartet of iLike veterans has a new gig with Picadee, a Seattle startup still in stealth mode, but rehearsing for the spotlight. Supplying Picadee’s seed money are the twin Partovi brothers who founded iLike, a wildly popular Seattle-based online music service eventually acquired by Myspace.

Microsoft sees a role for Kinect in health care CNET

Microsoft believes Kinect could hold the key to help speed the digitization of the monolithic healthcare industry, and the launch of a Windows-based software development kit for the motion-sensing game accessory is just part of that vision. Seattle’s Pacific Healthcare Summit served as the stage to showcase the possibilities for using Kinect to facilitate group therapy with patient avatars or even assist surgeons in the OR.

Seattle’s PopCap Rumored For A Billion Dollar Exit

Seattle Tech Roundup for Thursday June 23, 2011

Plants vs Zombies maker PopCap rumored to be acquired by EA ZDNet

Global video game leader EA is reportedly ready to shell out a cool billion for PopCap Games, the Seattle creator of hits like Bejeweled also said to be in Zynga’s sights. A union between the console game titan and a major force in mobile gaming is a game changer itself and part of the playbook for EA, which already gobbled up Playfish.

Former AT&T Wireless, McCaw Cellular veteran lands cash for group messaging startup Ivy GeekWire

Redmond startup IvyCorp boasts a fresh round of funding to pursue its promise to keep companies connected with technology that enables messages to reach their destination via the recipient’s own preferred mode. Recognizing that adoption of digital communication methods is very divided, wireless industry veteran Mary Jesse is offering a multiple channel message delivery solution called IvyTalk.

Apple Bid to Bar Amazon ‘Appstore’ Will ‘Likely’ Be Denied Businessweek

Apple’s claim to the App Store title it spent so heavily to promote is in jeopardy, based on the preliminary opinion of a US District judge who isn’t convinced that Amazon’s use of the term will mislead customers. Insisting the term is generic and asking for a dismissal of the suit, Amazon launched its own Appstore in March, pitting the Seattle e-retailer squarely against the California tech device king.

Redmond Startup Receives Funding For Realtime Location App

Seattle Tech Roundup for Wednesday, June 22, 2011

Running late for a meeting? Glympse attracts $7.5M to help mobile phone users share locations with friends GeekWire

Boasting over a million users without any serious advertising, Glympse is on the fast track to growth, driven by a pair of Microsoft vets and fueled by a $7.5M funding round. The Redmond-based realtime location app for smartphones is distinctively individual, in contrast to rivals like Foursquare, and its popularity is innately viral.

Q&A: Tatango founder on company’s renewed focus TechFlash

The homework assignment that inspired Tatango is now a career for creator Derek Johnson, whose solution for small business promoters disappointed with social media relies on an old-fashioned tool – in digital-era terms, anyway. The Seattle startup’s text-based service hopes to help clean up the negative rep associated with SMS marketing.

Startup Spotlight: MangoSpring looks to undercut Yammer, alter social networking for businesses GeekWire

Maintaining a connection within a team divided between Seattle and Mumbai inspired the creation of MangoSpring, which is unveiling a new service building on its promise of simple, social and smart business tools. Based in Bellevue and India, the lean and independent startup created by Anup Kejriwal is on a mission to make MangoApps the go-to solution for Fortune 5000 companies.

Seattle Company Provides Multi-Retailer Gift Cards

Seattle Tech Roundup for Tuesday, June 21, 2011

San Francisco entrepreneur finds a home in Seattle, raises $1 million for Tango Card GeekWire

Tango Card intends to revolutionize an industry where big name credit cards still reign by offering a fee-free, multi-purpose gift card solution with the lure of a cash-back option and mobile app access. Along with the capital efficiency of a pre-paid card service, partnerships with retail leaders are giving entrepreneur and Seattle transplant David Leeds ample reason for confidence.

Bing grabs market share from Google over past year CNET

As the perennial holder of the biggest slice of the search engine pie, Google is finally yielding some of its share to Microsoft’s Bing. The upstart is starting to look like a real contender, nearly doubling its pull to 17% while rivals like Yahoo barely edged ahead and Google suffered a double digit drop, according to a Compete survey covering the past year.

While I was gone: Microsoft reworks iCloud competitor SkyDrive
Seattle Times

An updated makeover for Microsoft’s SkyDrive follows the unveiling of Apple’s iCloud and reflects a movement by the IT industry monolith toward modernization that includes the fresh look of Windows 8. The free SkyDrive platform competes with Apple’s fee-based service for a chance to help users declutter their computer hard drives.

Seattle’s Decide.com Launches Today

Seattle Tech Roundup for Monday, June 20, 2011

Decide unveils predictive shopping service to make sure gadget lovers don’t get burned GeekWire

While giants like Amazon provide shoppers with cost comparisons, Decide offers the distinction of predicting prices and product launches to spare them the pain of getting a gadget right before a big sale or the debut of a second generation, and the Seattle startup believes rivals like Best Buy buyback deals only shed a light on the need for its smart solution. The company once called PriceYeti got a second life with the addition of a couple Farecast vets and their backers.

Skype fires high-ranking execs as Microsoft deal moves ahead

Although Skype is likely to remain in operation even after its $8.5B acquisition by Microsoft, the company reportedly shed a handful of lead executives, perhaps to minimize the payout that would have been required by Skype. FTC approval brings the biggest deal in Microsoft history one step closer to finalization, while current Skype chief Tony Bates is set to preside over its new division at Microsoft.

OverDrive update to boost Amazon’s Kindle library lending TechFlash

Although Seattle Public Library and others have already been in partnership with OverDrive, e-book format compatibility and licensing limits challenged the ability of lenders to meet reader demand. Now the army of Kindle owners can look forward to accessing thousands of titles from thousands of libraries nationwide, thanks to Amazon’s pairing with the e-book distributor.

Seattle Software Company Helps Buildings Lower Energy Use

Seattle Tech Roundup for Friday, June 17, 2011

Fresh off Rockefeller Center win, Optimum Energy lands $5M

$5M in fresh funds and an infusion of executive talent will help fuel Optimum Energy‘s software-driven energy efficiency mission. Energy savings at Rockefeller Center are a testament to its success, and gaining the Rockefeller Group as a client represents a major victory for the Seattle company and its CEO Matthew Frey.

Startup of the Week: CandidateCheck

Transparency is more than a buzzword to political veteran David Doud, who promises a spin-proof solution to inflated campaign boasts and ebbing voter confidence with the launch of CandidateCheck. Bringing background checks to the political arena seems long overdue, yet the bootstrapped Bellevue-based nonpartisan service appears to have a corner on the market.

Forrester: U.S. Mobile Commerce To Reach $31 Billion By 2016

While swift, steady growth is expected for US mobile commerce in the next 5 years, mobile-based sales remain only a drop in the retail bucket and just a slice of the eCommerce pie. But with websites in the arsenal of growing numbers of storefront sellers and smartphone use on the rise, retailers are more and more likely to take advantage of mobile opportunities to reach customers.

SEO Tip of the Day: Use Keywords that Customers Use

While it sounds obvious, a lot of companies miss this all the time because they don’t put themselves in searcher’s shoes. The name that you give internally to describe something may not be the same name that the average searcher would type into Google. For example, a medical company might call their health supplement a “vitamin-enriched meal supplement”, but customers might be looking for “nutrition shake”. You can use Google Adwords Keyword Tool to find which keyword phrases are most common to describe a specific thing.

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