Ignorance Hurts: Many Businesses Don't Grasp Search Engine Marketing

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New white paper explains how to make the most of the high-growth industry

The search engine marketing (SEM) industry is estimated to explode from at least $4 billion in 2004 to $13.5 billion in 2007. But many ill-informed businesses will make poor spending decisions or miss out altogether.

Although they're making headway, companies often lack basic SEM skills, perspective and critical performance measurements for successful programs.

Fathom SEO reached those conclusions based on its industry experience and an in-depth assessment of national studies conducted over the last five years. The analysis is available in Fathom SEO's 27-page white paper, "Search Engine Marketing: Get in the Game."

"Business executives need to pick up the pace," said Michael Murray, Fathom SEO's vice president and author of the report. "They're using the wrong search terms, writing ineffective page titles and utilizing too few pages, and failing to prepare content that increases the odds of conversions.”

Get a free copy of “Search Engine Marketing: Get in the Game” at http://www.fathomseo.com or call Murray at 216.861.5951, ext. 111.

The document includes data from more than 20 diverse sources and poses a series of challenging questions companies can weigh while determining whether they're adequately equipped to take on or expand an SEM program. It also features Internet searcher behavior trends, traps to avoid, primary SEM terminology and ethical practices.

“Search Engine Marketing: Get in the Game” practical advice includes:

Stop using the wrong keywords:

Learn common ways people search in your industry (2-3 word phrases are the most popular).

Don't stop with the home page:

Revise the text throughout a web site as necessary and load keyword-rich pages with at least 250 words to please search engines.

Flee from frames in the page design:

They make it tough for search engines to index the content and navigation.

Ban those long URLs:

Limit database-generated session IDs and parameters when the web site is created or use software to remove the numerous "=" and "?" from the page name.

Build relevant links:

Web sites have a better reputation with search engines when more places with reasonable traffic and similar content link to them (hint: track down specialty guides and directories).

Fathom SEO’s paper also notes that:

•    84% of online Americans have used search engines - about 107 million people, according to "The Mainstreaming of Online Life," a Pew Internet & American Life Project (2004).

•    Search engines come out on top (41%) compared to other options when consumers look for product-related web sites, according to a 2003 DoubleClick study.

•    The Kelsey Group and BizRate.com in 2004 found that 25 percent of online buyers search for companies near their homes or where they work.

Fathom SEO, based in Cleveland, Ohio, is a market-leading firm dedicated to Search Engine Marketing (SEM), with an emphasis on organic Search Engine Optimization (SEO). Fathom also provides pay-per-click (PPC) bid management, link building, web analytics, custom web site development and permission-based marketing services.

Clients include FedEx Custom Critical, The Cleveland Clinic, Little Tikes, Sauder, Bissell, and Kent State University.


Michael M. Murray

Fathom SEO

(216) 861-5951 ext. 111


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Michael Murray
Fathom SEO
216-861-5951 --111
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