SEM and content are the mainstays of your results.
If you haven't already explained search engine marketing (SEM) to your CEO, CFO, president, or marketing VP, now's the time, says Kevin Lee
He makes the point that SEM can get great results and CFO's love a return on their investment.
But getting the search part right is only half the battle. What happens once you get them to your site?
If the site - from first point of contact to check out or sign up - doesn't meet the expectations of your visitor, all that investment can go down the drain in one flash intro.
Here are some excellent content tips from Lee - Pay attention to these elements on your landing page
The Headline
Immediate relevance of the content to the search
Images and pictures
Load time of page
Nav choices based on search terms
SEM is a double whammy - you have to be visible and get them to your site - but then the site has to convert them. And it's the content that ultimately makes the difference.
