Aubuchon Hardware had a serious problem. A year ago, the regional hardware retailer was entirely reliant on keyword buys on Overture. The company wanted to drive better-targeted traffic to the site and diversify the ways in which customers found Aubuchon.com.
“With Overture, we had all our eggs in one basket,” said Will Aubuchon, who spoke at the Search Engine Strategies 2003 conference in Boston. He hired search optimization firm iProspect to help diversify.
The company wasn
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