What is search engine marketing (SEM)?
Search engine marketing's aim is to improve the prominence of a web site when people search or query on topics or keywords relevant to that site. Most search engine queries result in many, many pages of results. Research shows that searchers don't look at all these results – most will only look at the first or second page of results (usually 10 - 20 listings).

There are three basic gateways to search engine marketing:

• Search engine optimization (getting in the natural search results)
• Paid search advertising (getting in the paid advertising results)
• Paid inclusion (paying to have your site included in an engine or directory)

How will search engine marketing drive traffic to my show?
High search engine ranking is perpetual, 24/7. It's visibility that never sleeps and keeps on performing. It's visible to your targeted marketplace. Search engine leads are also of the highest quality, as they are from searchers actively looking for specific solutions with a predefined intent.

Is search engine marketing cost effective?
It's a matter of acquiring high quality leads at the lowest per-lead-cost. No other marketing method today accomplishes that more effectively than achieving a high search engine ranking through optimization and ad buys.

What is the role of search in business-to-business?
Search continues to be the number one method in the business-to-business transaction process for finding relevant information online.(According to "The Role of Search in Business-to-Business Buying Decisions Research Summary", Conducted partially by Marketing Sherpa, Oct. 2004)

To learn more about the role of search in B-to-B marketing and how it relates to attendance marketing register for our next Search Marketing Synergy newsletter.

Companies of all types and sizes are successfully using search marketing to improve their overall marketing ROI. Trade shows are using search engine marketing and their web sites to:

• Attract untapped qualified buyers and attendees to your show
• Cost effectively promote show to new exhibitors
• Attract untapped qualified buyers and attendees to your show
• Gain top search engine presence that establishes your show as a leader
• Offers pre-show and post-show exposure for exhibitor's prospects

When is the best time to plan a SEM campaign for my show and exhibitors?
You want your Trade Show site to be highly visible in the search engines for some months in advance of your show. Consider launching it in advance of your post-show exhibit sales campaigns or your attendance marketing schedules. The search engines spiders take time to “find” and evaluate your newly optimized content and to process of your registrations/submissions.

How does SEM drive exhibit sales?
Exhibitor prospects will see their competitor's in the search rankings which are connected to your trade show site or trade show name. When they see them showing up together in search results it will generate interest. You will have a track-record of measurable statistics of visitors to also provide them with.

What other benefits will be available for Exhibitors through my show's SEM program?
It expands the marketing experience you are offering to exhibitors. Through your show they can now buy a window into their market, via our optional Exhibitor Search Companion Program.

What if we already have a marketing agency, in-house agency or development team?
We work closely with your agencies, web site development team and with existing marketing plans and existing creative. We come along side and become a value added team member. When you have marketing professionals and resources in place this expedites the process. In fact, some marketing agencies hire us to be their “SEO” sub-agency, since we are specialists in this rapidly exploding and dynamic industry called Search Engine Marketing. This sector has grown to $ 3.3 Billion annually in just four short years.