In this session Heather Lutze gave a refresher on the basics of search engine marketing. In her presentation, The Findability Formula: The Easy, Non -Technical Approach to SEM, Heather provides a basic overview in understanding of how search engines work and the tangible steps we can take to direct a successful online marketing campaign.
The Findability Formula:
- Define - Core positioning and create target audience
- Pay Per Click - Generate comprehensive database, and measure and test
- Search Engine Optimization - Optimize customer experience for ranking
- Social Media - Build community
If you are new to search engine marketing or just in need of a refresher, these core fundamentals are the root of any good search marking campaign.
To find more tips for search engine marketing visit the Learning Center on Microsoft Advertising. For more SES-San Jose coverage, check out our other SES session recaps, and follow our session updates on Twitter.