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SEM (Search Engine Marketing)

Building web traffic is what it's all about. People will find their way to your site through a variety of mechanisms, including traditional advertising, word-of-mouth, search engines, web directories, and all the avenues that make up "Web Marketing."

Web Marketing is typically divided into two areas of emphasis: SEM (Search Engine Marketing) and SEO (Search Engine Optimizing). S.B. Stone & Company offers SEM and SEO services that can be tailored to best fit your company's needs, goals, profile, and budget.

SEM (Search Engine Marketing)

SEM activities all fall under the heading of "paid placement", which means that there's a direct exchange of dollars for placement on a page or in various search engine listings. Marketing a website through pay-per-click (PPC), paid inclusion programs, and shopping search engines ensure exposure and increase traffic in direct and measurable ways. S.B. Stone & Company will create and manage search campaigns through Google, Yahoo!, and their affiliates.

Keyword Research and Analysis

All search related marketing boils down to the effective use of keywords and phrases. Thus, keyword research and analysis is the first order of business. We need to know how your target market conducts searches relevant to your business, and we can then use that intelligence to drive your your marketing strategy.

Strategy Development

S.B. Stone & Company works with you to determine the specific goals of your paid search campaign. Strategy development considers the following:

  • Short-term vs. Long-term goals;
  • Specific high-cost phrases vs. general low-cost phrases;
  • Broad matching vs. specific phrases;
  • Geo-targeting vs. global reach.

With goals and objectives in place, we can implement your campaign by developing ads and website landing pages. We monitor traffic results and adjust ads and landing pages as necessary.

Campaign Analytics and ROI Reporting

Using selected tools we monitor your paid search campaigns and use real-time referral data from Yahoo! and Google to improve your returns. Analytic results clarify which keyword terms are worth investing in, and ensure that your campaign is delivering the highest value. Our analysis will identify keywords that are generating click-throughs as well as keywords that are underperforming.

If you want/need to increase traffic to your website, call S.B. Stone & Company at 216-524-9055, (or send us an email.)