In this session at SES San Jose 2009, Heather Lutze gave a session on the basics of search engine marketing. In her presentation, The Findability Formula: The Easy, Non -Technical Approach to SEM, she gave a basic overview of how search engines work and the steps businesses can take to become “findable” online.
Your website’s potential:
Internet Marketing is connecting with customers searching online
When creating your website, ask yourself the following questions:
The Buying Cycle:
EX: digital camera vs. Nikon Coolpix San Jose, CA
The three essential elements of the search engine marketing
PPC Essentials:
1. How to Generate Keywords?
2. Negative keywords: generate a list of keywords you don’t want to be found for
3. Bidding Guidelines:
4. User experience:
SEO Essentials:
Social Media Essentials:
Heather recommends starting with PPC advertising & customized landing pages as a way to understand customer behavior. She suggests using the trends gleaned from analyzing your PPC results in the optimization of your website. Focus on those keywords for your long term SEO strategy & use PPC as a supplement for terms that you don’t rank for organically.
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