With key phrases replacing keywords in search engine marketing (SEM) and driving the long-tail economy, marketers continue to look for tools to maximize paid search conversions and create more efficient organic search. In this report, Alan Rimm-Kaufman zeroes in on three big ideas to: maximize brand search, grow your paid search program and intelligently use “the big four” social media networks to drive rankings.
As the buzz about social networking settles to a quieter hum, savvy marketers are finding ways to leverage this medium to help optimize SEM. According to the 2007 iProspect Search Marketer Social Networking Survey, 48 percent of marketers place content on sites such as MySpace, YouTube and Yahoo! Answers to drive traffic. Understanding your target audience and how you can use social media to reach that audience is the first step to effectively tapping social networking for SEM. In this report’s Q&A, Harte-Hanks’ Jeannette Kocsis divulges details on integrating natural and paid search to create a more holistic view of SEM. Social networking is all about engagement, and Kocsis reminds marketers that reaching out through social media for SEM only works if the message is relevant or, at the very least, entertaining.
If you are looking for offline ways to boost Web conversions, Orkin details how it implemented a DRTV/SEM campaign using key phrases consumers can’t resist. Catchy DRTV campaigns can stick with consumers for months, and, if effectively written to match key search terms, can boost site traffic for just as long.
—Kate DeBevois, senior associate editor