The Social Media Bible: Tactics, Tools, and Strategies for Business Success, 3rd Edition

To-Do List

• Perform SEO.
  The most effective way to win at SEM is to perform your SEO first. Even though you are paying to be placed in the sponsored links section, your position will depend on your page ranking (see Chapter 18, Spotlight on Search (Search Engine Optimization)), and how many times your link is clicked. If no one clicks your link, you will move lower and lower in the sponsored links until you disappear. You will be dropped, even if you are willing to pay the most.
• Understand your keywords for every page.
  Be sure that every individual page is analyzed for its own keywords. You want to bring your customer to the exact page at the exact time he is ready to convert. (See Chapter 4, The World of Web Pages, for more on this.)
• Check your meta keywords.
  Open your page, select View, then Page View, and look for your Meta Keywords. If they don’t reflect your content, then you won’t get ranked highly.
• Always create good content.
  Never, ever try to trick a search engine. It might work for a while, but they always will catch you, and possibly ban you from their sites for up to five years.
• Focus on the WIIFM.
  This is always the most important commandment. Whether it’s SEO, SEM, e-mail, web pages, or a hard copy brochure, your marketing message always has to have a strong “What’s in It for Me?” (See Chapter 4 for more information.) Even with paid or sponsored links, you have to have a strong WIIFM to hook your searcher to first read the subject line, and then to read your ...