Search companies partner to offer SEM services

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New York—Search marketing companies that traditionally specialized in one area of search, such as keyword bid management or site optimization, are beginning to partner to offer end-to-end search services for clients.

At Jupiter Research's Search Engine Strategies conference this week, Fathom Online and Efficient Frontier announced a partnership to offer marketers a unified technology solution for managing and optimizing their paid search campaigns. Fathom Online will offer its clients Efficient Frontier's keyword optimization service, which is based on so-called "Wall Street" analytics, to enable its customers to manage search campaigns.

Frontier benefits from Fathom Online's marketer relationships and its workflow management and data collection software tools.

—Carol Krol

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