SOM Report

Many companies are so happy with their SEM results they do not implement a full search engine marketing campaign, leaving a lot of revenue unrealized. Whatever can be done, can positively be done better. We recommend that in order to achieve SEM best practices, a company’s marketing team, in conjunction with a specialist in SEM, should map out the full extent of what can be accomplished using all SEM “components” - while maintaining a synergy with other marketing efforts.

The essentials of a holistic search engine marketing plan typically entail:

• Keyword market research and analysis.
• Strategic pay-per-click (PPC) program management and media buying. The optimum mix can reduce per-visitor costs by up to 40%.
• Website redesign and editorial search optimization–the two most powerful and effective methods of quickly increasing search engine visibility and achieving higher rankings.
• Analytics and ROI tracking to identify the most effective search engines, phrases, and keywords that allow you to track campaign activity and results in extraordinary detail.
• Powerful, interactive email campaigns capture your target visitors’ permission to send additional information.

ABOUT THE AUTHOR:
Gerry Grant CEO/Founder Search-Optimization.com, an Orange County Internet Marketing Company, has been actively involved in search engine marketing since 1994. This is a series on search marketing best practices.