HOW TO ENHANCE WEBSITES WITH SEM
As with traditional marketing, search engine marketing best practices begins with in- depth market research and benchmarking.
The biggest search engine marketing mistake is made right from the beginning—choosing the wrong target keywords or key phrases.
Keyword market research and analysis is the foundation of SEM best practices, including brainstorming keywords, phrases, and synonyms, assessing key-phrase popularity, and identifying related or industry-specific words. One must identify key-phrase popularity and related or industry-specific words—these will be the most popular, targeted, and convertible search terms.
Strategic Pay-Per-Click (PPC) program management and media buying provide an immediate method of delivering visitors to your site with placement and top rankings on Google, MSN, and Overture, plus a number of other high-quality, lower-cost PPC search engines. Writing targeted titles and descriptions for your keywords and key phrases, and developing targeted landing pages to give your site multiple points of entry will dramatically improve your PPC results. These landing pages also need to be optimized to attract natural traffic and increase your PPC results. To extend your budget even further, it is important to “blend and balance” placements on higher-priced PPC search engines with listings on less-expensive search-engine accounts. The right combination can reduce your per-visitor costs by up to 40% or more.
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