Among small-business owners, it’s well-known that finding customers through search engine marketing can deliver shoppers who are farther along in the buying cycle — that is, they’ve passed the research stage and they’re looking to buy. But how to do it effectively isn’t nearly as clear.

A successful search-marketing campaign needs to be thoughtfully crafted — and updated, says Ben Kirshner, chief executive of Elite SEM, a boutique search-engine marketer in New York City.

“This is not something you can set and forget,” says Kirshner.

To ensure that your search marketing campaign is on the right track, consider following these six steps: (Click here to read entire story)