Search Marketing

Search Marketing

Search Engine Optimization

Boost organic search ranking and brand credibility with Search Engine Optimization. While both SEO and SEM use keyword analytics, SEO focuses on making your website’s fundamental language relevant to searches—without paying per click—and pushing your destination’s rank farther up the page.

We research high-performance keywords using SEO analysis tools, then our team of Digital Marketing Specialists establish benchmarks on key digital indicators, compare your destination to others—including your direct competitors—and constantly analyze metrics across the board to ensure performance improvement. If your SEM data is available, our team will compare keyword opportunities between organic and paid search to identify the areas of highest impact for ranking.

Endless ways to optimize…


Search Engine Optimization (SEO) jargon such as “increasing meta description”, “H1 tags”, “backlinks”, or “barnacle SEO,” can be a bit overwhelming. Our brand-new program—OnLocation—allows us to handle it all so you don’t have to. Madden will conduct an in-depth evaluation of the top 25–30 attractions in your market from our offices in Tucson, Arizona. We’ll also evaluate your consumer reviews, photos, and events to determine whether they are on brand and positively promoting your market and partners.

OnLocation PLUS

OnLocation PLUS includes all of the good stuff from OnLocation, but above and beyond. We travel on location to your neck of the woods where we’ll conduct in-person, two-day networking workshop with Google Local Guides and your partners. New reviews on Google Maps, exclusive training on maintaining compelling content for Google My Business, touring your destination’s top attractions to collect photos and video assets for your partners to use in Google My Business, and weekly reporting calls to high-five about your SEO progress are included.

Search Engine Marketing

Search Engine Marketing (SEM) pay-per-click is one of the most effective platforms for tourism entities, maximizing value for your marketing efforts by ensuring a greater share of relevant and interested consumers choose your website over a competitor’s.

Our team of Google Certified Experts use geo-qualified keywords specific to your destination to serve relevant users paid search results. Tailored with specific calls-to-action, users are driven directly to the most appropriate content on your website. Collaborating with you every step of the way, our team handles the day-to-day management of your campaign, freeing you up to oversee other marketing endeavors.

Your centralized Google AdWords account is created and managed by us, using custom keyword selection rooted in thorough research and an opportunity assessment. We conduct hands-on optimizations, A/B testing, and conversion tracking for your unique campaign, and provide complete reporting showing all important key performance indicators.

Remarketing Lists for Search Ads

Remarketing Lists for Search Ads (RLSA) allow you to optimize your SEM campaigns by tailoring keyword bids and ad copy for your highest value prospects—potential visitors who have already been to your website. Like Display Ads, you’ll reach an audience that you already know is interested in your destination, making each click to your website more qualified and raising conversion metrics.

Users can be targeted by their behavior—including which pages they visited and how long they spent on site, so that our team of Google Certified Experts can create and serve ads that are more relevant. By bidding higher on keywords that target these more qualified consumers, we can ensure that your search ads are front and center the next time they enter your selected keywords.

The Madden way

Experts that optimize and adjust

Madden Media’s digital team of more than 30 hands-on experts ensures your message gets in front of the right people at the right time. More than a dozen Maddenites hold one or more Google Certifications and continue to develop and experiment with new ways to enhance your campaign.

Using our expertise, we make strategic adjustments to maximize your marketing dollars. Daily involvement and analysis of your campaign shows what’s working and what needs to be modified. Our focused efforts provide you with the most highly-qualified traffic, producing the visitation you desire. Let us continue to prove to you that not all clicks are created equal.

We’re a Google Premier Partner, and proud of it—it gives us the insider access needed to deliver unparalleled results. Awarded to only 3% of partners, this distinction gives us priority assistance from Google, giving an advantage to your marketing efforts.

Analysis and research

Each of our digital marketing experts is trained and certified in all relevant areas of Google’s platform, SEO analysis tools, social media analytics, and more. Our experts know the ins and outs of Google Analytics, so while looking all of the information Google Analytics provides might make you dizzy, it reveal areas of opportunity and growth to our seasoned pros’ eyes. We use this data to make recommendations to your campaign strategy, fuel content ideas, and optimize during the run of the campaign.


Each month, your go-to contact, an Account Manager, will provide you with a detailed, customized report of the previous month’s activity on your campaign. They discuss each area of opportunity and celebrate each success with you.

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