On the Web: Searchs Lost Metric

Determine your sales from nonbrand search. If you're below 10 percent, you have a very real opportunity to build online revenue.

SEO Tips
If you're below 10 percent, consider these tips:

• Target 50 keywords. As we covered in October's On the Web column, identify 50 keywords and phrases that prospects might use to search for your core product, optimize a landing page for each of them and place links to each landing page on your homepage using the keywords in the anchor text.
• Have a search engine expert examine the technical structure of your site to make sure it's search-friendly.
• Build inbound links. Expand your list of keywords, and build inbound links to those pages from other sites via press releases, social networking, email, etc.

SEM Tips
If nonbranded SEM accounts for 10 percent or less of your sales, ask a few of these key questions (the answers will guide you to a more profitable and successful SEM program):