The Future of SEM: What Marketers Need to Know

*Test your site. Marketing professionals should be using focus groups, A/B testing, eye tracking and other ways to test the usability of their sites — and to keep them fresh. “If your site doesn’t cut it,” Jasra notes, “visitors will simply move to the next one.”

For more information or to read Manoj Jasra’s blog, Web Analytics World, go to manojjasra.blogspot.com/2007/03/future-of-sem-what-will-and-will-not.html .