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.