5 Tips for Search-Engine Marketing Success

Here, Murphy offers five quick tips for search-engine marketing success:

1. Be creative and strategic in selecting keyword-search terms. Keyword research identifies new opportunities to drive the right prospects to your site, Murphy says. Example: “buying used Mercedes” vs. “cars.”

2. Define campaign goals and actions (conversions) at the start of a campaign. How many visits to particular Web pages are you looking for? Total online donations? New members? It’s important to set realistic but aggressive goals and to chart your progress.