Identify two general guidelines for Search Engine Optimization and paid search ads

What will be an ideal response?

Student answers will vary. Here are four general guidelines:
• Broader search terms ("MP3 player" or "iPod") are useful for general brand building; more specific ones identifying a particular product model or service ("Apple iPod classic 160GB") are useful for generating and converting sales leads.
• Search terms need to be spotlighted on the appropriate pages of the marketer's Web site so search engines can easily identify them.
• Any one product can usually be identified by means of multiple keywords, but marketers must bid on each keyword according to its likely return on revenue. It also helps to have popular sites link back to the marketer's Web site.
• Data can be collected to track the effects of paid search.