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Aligning SEM with Corporate Marketing Strategies You should start by knowing how your SEM goals relate to your corporate marketing strategy. Which of following (or more) do you want to accomplish? •Generate leads •Sell online •Build brands •Grab more market share
Conversions You absolutely must track pages that allow visitors to take some kind of action, including:
•Requesting a quote •Filling out a contact form •Placing an order •Registering for a newsletter •Ordering a catalog
Establishing Your Metrics Determine which of following will be metrics that will mean most to you: •Online sales (broken down by category) •Repeat visits •Profits on sales •Customer satisfaction •Length of visits •Cost per click (CPC) •Click-through rate (CTR) •Cost per conversion (CPC).
Get plugged into online consumers’ behavior patterns.
For example, studies show that consumers start researching products online several weeks (12 weeks in some business-to business scenarios) before they make a purchase – often offline. Enquiro, based in Kelowna, BC, Canada, in 2004 found that 68.3% of those surveyed used search engines for “consideration or research.” The results are detailed in Enquiro’s “Inside Mind of a Searcher” research report that looks at issues including four distinct types of searchers and frequency with which people search during buying process.
ROI should be an integral part of any search engine optimization strategy, not something that sounds foreign. Make it work for your business.
Michael Murray is vice president of Fathom SEO, a Cleveland, Ohio-based SEO firm. A member of Search Engine Marketing Professional Organization (SEMPO), he also authored the white paper, "Search Engine Marketing: Get in the Game."