• ClickZ, Wednesday, July 15, 2009 4:45 PM

Marketers should start thinking about the holiday season to finalize their SEM plans. P.J. Fusco says it's time to start making a list, checking it twice to "influence whether your search engine referrals this holiday season will be naughty or nice."

Start by thinking about the pages and URLs from last year. Are they still intact? Fusco writes that if you abandoned the URLs, leaving the pages alive but disconnected from the site, you could resurrect the holiday landing pages this year. Search through your site's log files or metrics for November and December to find the old URLs. She also provides a list of things you can do to land the holiday pages in the top positions on search engines.

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