SOM Report

By Gerry Grant, CEO/Founder, Search-Optimization.com

ABSTRACT:

Search optimization marketing (SOM) is the most effective form of marketing available today. A critical element in search optimization marketing is creating content that's search engine friendly and utilizes both natural/editorial and pay-per-click (PPC) tactics to enable users the ability to locate relevant content on your site. This is called search engine marketing (SEM). While there's no one shot solution, consistent use of best practices over a period of time will achieve maximum results. If companies want to remain competitive in the age of fast changing information technology, then a properly built, professionally-optimized website isn't a choice anymore.

Consequently, it becomes absolutely necessary that marketing executives insert Search Engine Marketing best practices into their search optimization marketing plans immediately or risk losing market share and brand equity. Effective optimization is an ongoing process—a corporate commitment, really—not just a one-time purchase. This is so because search engine technology changes faster than most people think, moreover as advanced SEM practices are devised every other day, SEM tactics applied to a website too have to be adjusted accordingly. Because the stakes are high it is best to consider using an SEM service provider.

INTRODUCTION:

There are worst practices, practices and best Practices! Best practices refer to processes that have been developed by businesses to achieve maximum results with an efficient use of company resources. What differentiates the best practices from the rest is, that they have been known to work better. This White Paper is a beginning at documenting the best practices for the Search Optimization Marketing profession. We will attempt to educate decision makers in the corporate world about why SEM is critical to the success of the business and how to implement it into their marketing mix.

This series, Search Optimization Marketing Best Practices, will evolve to include information from many sources. It will eventually incorporate web pages, blogs, forum postings and interactive content, allowing others to comment and contribute. The Paper will have lines of sight to additional content by using embedded links and will be available online as a living document. Visit www.search-optimization.com to register for additional installments of Search Engine Marketing Best Practices, or to contribute your thoughts or comments.

• Search Marketing | What next?
• How to Maximize SEM?
• How to Spruce up Websites with SEO?
• How to Control an SEO Program Using Analytics?
• What should be the Composition of the SEM Best Practices Team?

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.