Search Engine Marketing (SEM) has become the marketing gold mine of the Internet due to the popularity of search engines as a means to target and connect with prospects. The Internet's business users -- decision-makers and influencers for the purchase of your products/services -- are among those using the search engines. Their search activity spans all aspects of the buy cycle, from problem research to solution possibilities, from vendor identification to final purchase. A media platform where the buyer initiates the investigation process, the essence of search engine marketing, provides the opportunity to intercept these search inquiries with relevant information and offers. As the explosive growth segment of online marketing, marketers are finding SEM an extremely efficient means to drive interested prospects to their Web sites for further interaction, qualification, and conversion.  The umbrella term Search Engine Marketing (SEM) encompasses both Search Engine Optimization (SEO) and Keyword Advertising methods that embrace search engines as their media vehicle.

SEO is the process whereby Web sites are optimized, making it easier for search engines to "crawl" them and determine their relative relevance. Non-paid (natural) listings are the results deemed relevant by the search engine algorithms to a user's search query. SEO is considered analogous to Public Relations since there is no direct payment to the search engine. Rather, a company influences search engine placement by following good relevance, navigation and link referral principles. Sites who have higher natural rankings receive both branding value and higher traffic volumes to their site from the search engine.

Keyword Advertising is the PPC (pay per click) aspect of SEM. Here, various search terms and phrases are placed in an auction format. Marketers bid what they are willing to pay per click. Both the highest bid and the ensuing click-through rate are utilized to rank placement of the marketer's message within the paid listing search results. Both major search engines also have the ability to distribute your message beyond the search platform itself to "contextual placement" -- publisher's sites containing aligned editorial content. The engines also offer various levels of geographical targeting which can be useful for distributor or dealer-oriented enterprises and small businesses.

Within the business-marketing realm, there is tremendous growth of vertical search engines and directory/search listing hybrid platforms. These provide both buyers and sellers with contextual, focused environments in which to connect and exchange information. By far, Google and Overture (with their respective distribution partners), remain -- due to their popularity with consumers and business users alike -- the largest volume search environments. Vertical search engines and directories will continue to proliferate. Examples of these include Business.com, ThomasB2B.com, Knowledgestorm, GlobalSpec and e-Build. These venues bring additional value both to the individual seeking more relevant information, and to the marketer who wishes to avoid possibly paying for clicks driven by unqualified or inappropriate search term matches.

A common example of a term-matching issue would be someone searching on the term "RAM." Typically, this term would be associated with computer memory in an IT-specific context, but within a general context, the searcher may intend it to mean the animal, a football team name or truck brand.

Today, marketers utilize various techniques to screen out unwanted clicks resulting from these mismatches. Some handle screening by choosing to bid keywords and phrases via exact word selection, phrase selection, or by requesting a broad match. All of these approaches allow a match between the actual search terms and the terms on which marketers bid. Others accomplish screening through the meticulous crafting of text messages designed to attract the target prospects to click through links to their site and deflect random searchers. However, even with diligence, these approaches can prove problematic by wasting time and money, or by adding unnecessary complexity.

Best Practices - Connecting with prospects on their terms^TM.

To ensure a successful search engine marketing program, marketers should follow best practices within each component of program execution. Key execution areas include (1) keyword selection and SEO considerations; 2) message creation and testing; 3) landing pages design; and 4) tracking, measurement, benchmarking and pipeline ROI systems.

Keywords and SEO Considerations

First and foremost, marketers must build a comprehensive keyword/phrase list. This list should encompass their prospects' search methods at all points in the buying cycle, and use the terminology favored by target prospects. Based on known information regarding possible solution providers, individuals may phrase their searches differently based on the role they play and their current buying cycle stage. However, each may be identified by the nature of his/her search. For instance, an influencer searching for general information (awareness stage) may phrase things very simply in terms of problems he/she wishes to solve; a decision maker may be more specific to the solution in their search terminology, regardless of buying cycle stage. Bidding on phrases of multiple terms (3+) typically leads to more qualified prospects.

Understanding search behaviors beyond a superficial level allows marketers to diversify their list of search terms and gain a competitive advantage by avoiding bidding wars on obvious words, and achieving sufficient impression and click-through levels. This is particularly critical in the business-to-business environment where intercepting search results early in the sales cycle and connecting with prospects on their terms develops a stronger relationship.

Keyword research results (or its subset) provide the focus terms for your Web site pages' SEO endeavors as well. Other elements of SEO include developing good page navigation and ensuring good referral link quantity and quality. Referral links to your site should always come from highly relevant environments as judged by the search engines. Search engines use this "popularity" gauge to determine the traffic frequency and intensity associated with highly useful topics found on your site, and how those topics correlate to a good result for a particular search.

Messaging

Second, marketers need to craft a set of test messages aligned to keyword phrases or keyword groupings. Relevant messages or offers should sufficiently align to a grouping and yet still follow search engine rules and best practices. The goal is to attract only the most qualified and appropriate prospects, and avoid the others. Google can automate message optimization by alternating messages and scoring those that perform best on your behalf - definitely a high value service for marketers.

There are many best practices associated with messaging on the search engines to increase response by the intended searchers. Some examples include repeating the actual search term, using brand name leverage and specific offers relevant to the search term.

Landing Pages

One of the most critical components of a keyword-advertising program is to make sure that the destination page used for each keyword phrase or grouping is as relevant as possible to the searcher's intent and needs. Given that the only known element is the keyword or phrase used, this is clearly not an easy task. Demographic or other contextual information is not currently available on the broader search engines. Linking a user to the home page is almost always a mistake; the user has a specific topic in mind and does not want to find their next step amidst a general information page.

Marketers should either build a focused landing page or micro-site (series of focused content and activities). These approaches have the best chance of meeting the specific needs of the search. They also always allow for multiple next step options from which the user can choose. A Landing Page or Micro-site approach says to the prospect, "I think I am relevant to you, but tell me what you need from me or want to do next." This prospect-centric approach accomplishes multiple objectives: (1) it is focused to the search itself; (2) it gives control to the searcher; and (3) it gives the marketer opportunity to further qualify the prospect. Depending upon the behavior exhibited or activity selected, prospects reveal their place in the buying cycle (awareness, consideration, trial, etc.). Choosing to look at general versus specific content, opting-in to download white papers or case studies, or registering for webinars or newsletters are examples of such behaviors. Prospects who do take the option of asking for a sales call are indicating their sincere consideration or willingness to put the marketer's product or service in their considered purchase set. These principles also apply to website design strategy in general.

Tracking, Benchmarking and ROI

This is perhaps the most overlooked aspect to sustainable and increased search engine marketing success - it makes little sense to deploy this tactic without tracking correctly. Prior to launching a program, all behaviors and selection possibilities that matter to a marketer's understanding of the extent of the qualification of the search visitor need to be identified and made trackable. This path tracking can be accomplished several ways and with several possible technology choices. There are several fairly elegant solutions available in the marketplace that provide for support and management for both automated, rule- based bidding and tracking needs of search engine marketing (ClearGauge uses Atlas One Point). The search engines offer platform-specific tracking solutions. The website analytics offerings in the market have been enhanced to offer path tracking in addition to overall website traffic numbers and views.

Marketers need to know that they will be able to track all meaningful activities as far as necessary into the site or page sequence by specific user - to the completed form or last page of the activity. Without this data, it is not possible to create benchmarks for cost/valued behavior or to optimize to the phrases that are truly bringing the most qualified prospects to your site. Optimizing on clicks is not a good strategy and is often counterproductive. In the business realm, given the nature of the buying cycle, the goal should be to provide enough value and relevance to gain the permission for a follow-up communication, most likely via email opt-in.

Benchmarks for each cost/action can be set and optimized. ROI for should be based on the financial value of the resulting pipeline (return) as compared to the overall investment. Search Engine Marketing does not solve all challenges in business marketing. Various other media and tactics are needed to gain the reach and brand elevation required in certain markets and to specific targets. The nurturing of the prospects gained from SEM still needs to be planned for via disciplined email database marketing, telemarketing and sales execution. In addition, as more marketers adopt SEM, higher bid prices will contribute to increased cost and will drive further refinement of executions.

However, Search Engine Marketing has proven to up the ante for business marketing strategies. When potential buyers can identify themselves and marketers can efficiently purchase the opportunity to simultaneously connect to these potential buyers - within a system that can be measured and readily optimized - these marketing efforts provide the opportunity to quickly produce a tangible ROI increase and competitive advantage for smart businesses.

Karen Breen Vogel is President/CEO of ClearGauge, a company that specializes in helping organizations maximize the effectiveness of their online marketing efforts. More information about her company's offerings can be found at www.cleargauge.com. To contact Karen directly, call her at 312-423-7616 or e-mail her at karenbv@cleargauge.com.