Special Report: Search Engine Marketing

Case Study: SEM Proponent Shares His Trade Secrets

Sea Eagle, a $10 million multichannel merchant of inflatable boats and accessories, got into search engine marketing (SEM) before most marketers knew what SEM was — or for that matter, what the Web was.

“We set up our Web site in 1996, and very early on we realized the site wouldn’t do us much good unless people could find it,” says John Hoge, vice president. “So we designed it to appeal to both customers and search engine spiders.”