JC Penney feels the marketing power of link love; Retailer aggregates content from blogs and lets readers talk among themselves; Google results soar.(Digital)

Advertising Age,  January, 2008  by Klaassen, Abbey

Tags: blog, Google Inc., marketing

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Byline: ABBEY KLAASSEN

Classically trained digital marketers know what to look for when it comes to measuring the impact of a campaign: number of impressions, click-through rate, cost per acquisition and maybe a study from Dynamic Logic or Insight Express to gauge lift in consumer perceptions. But sometimes there is another, unexpected outcomes to content-focused campaigns: organic search equity.

Yes, search equity is all about link love. Creating-or aggregating-compelling content online and letting readers use social-media tools to share the content can goose Google results for ...

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