The concept of the “ladder of inference” was originally articulated by Chris Argyris but was brought to the mainstream in 1994 with the “5th Discipline Fieldbook” written by Peter Senge. The concept has become one of the most effective tools in understanding and explaining why we so often get into conflict and fail to get resolution. It is a logical representation of the natural process of decision making used by humans. Please excuse my butchery, but the logical flow is as such:

Online Media Daily Magazine

Worldwide, those who think consumers are doing less exploring online had better think again. More than 113 billion searches were conducted in July worldwide, representing a 41% increase year-over-year, according to new data from comScore.Google was responsible for the vast majority of search activity, with 76.7 billion searches conducted in July, which represented a 67.5% market share.

Yahoo ranked second worldwide with 8.9 billion searches, or a 7.8% share — followed closely by Chinese search engine Baidu with 8 billion searches, or a 7% share.

traversing the se lifecycle

Fundamental to any successful Pay Per Click campaign is the foundation of keywords upon which it’s built. From there, ad copy, ad group organization, even campaign structures rely heavily upon the breadth and depth of your keyword research, and it’s important to make sure that you do it right. Refining your keyword reach, building out long tail terms for deep niche marketing and analyzing your competitors strategies are all fantastic ways to build a great PPC campaign. Here, we will share with you how to do some of this research so that you can get a clear idea of how your clients will find you in the paid search listings.