... and you will be rewarded with ranking and a clear path to conversion. Search engines are committed to connecting their users with content of value -- as are our expectations when we use search engines to do research, shop, or entertain ourselves.

Your SEM imperatives:

• While reverse engineering can yield valuable insights into organic ranking algorithms, solely serving a mathematical formula can compromise your ability to cater your customers with an appropriate and enjoyable UX (User Experience) which could result in a low time spent on site and high bounce rate; user behavior which, on mass scale might have an adverse effect on your long term natural ranking. Furthermore, what mathematically works today might not necessarily compute anymore once the formula changes from an algo shift. Conversely, content of value will more likely retain its original appeal over time, a safer constant and likewise, a better time investment, especially if your goals are to go the distance.
• In other words, copywrite and facilitate site usability with the customer in mind. Search engines frown upon overly optimized copy, or "SEOitis", which is not necessarily of value to users. Such strategies can temporarily upset the "natural order" while degrading the search engine's mission of extending compelling content to their users. The key is therefore primacy to quality content and usability: what is of value to users will translate to better SERP (Search Engine Result Page) ranking in the long run on the basis of social proof. Bottom line: optimize your website for guests, not an algorithm.
• As for sponsored search, a keyword-stuffed ad text might be beneficial for the relevance factor variable in your quality score, but you might be undermining ad appeal, which is bad for your CTR (Click-Through Rate), the heaviest quality score variable. Likewise to SEO, write compelling sets of ads with the user in mind, i.e. that reconnects with the original search query, supplemented with a strong Call To Action (CTA), appealing Unique Selling Proposition(s) (USP), or business bragging rights in rotating ads.

The take away surefire constant of search marketing strategy? Continue serving those who matter the most: prospect clientèle.

Jeremy Kuo is a certified Google AdWords Professional, a pre-Panama Yahoo Search Marketing Ambassador and an accredited Microsoft adExcellence Member, and prior to BIGSHOT, has campaigned for over 150 SMB clients nationwide in both the organic and the sponsored realms of search engine marketing. Learn more about Jeremy.

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