Search Engine Marketing
Updated: May 10, 2007
Definition: Internet Marketing, search engine marketing, or SEM, is a set of marketing methods to
increase the visibility of the business throughout the Internet.
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Search Engine Marketing is most important for the businesses who sell goods and services online or who use their
websites to generate sales leads. Other goals for SEM including: building a brand, enhancing
reputation with investors, generating media coverage, and driving traffic to physical business
locations. Organizations such as non-profits, universities, governments, and political parties
also use SEM to promote their ideas.
SEO Strategies
Most common legitimate SEM strategies include:
 Search engine optimization for organic indexing
Pay per click
Paid inclusion
RSS Feeds inclusion
XML Feeds distribution
Sitemaps
SE Merchants solutions
Social media optimization
Product networking
SE adds exchange
Media content distribution
Knowledge offerings (educational information)
Live communications
Web 2.0 elements
Conclusion
If Search Engine Marketing approach will be conducted in isolation from the company's main marketing
strategy the results will not last for a long time. First the company leaders must understand entirely
that SEM is one of the major revenue builders and must be treated as such. You can't allow just anybody
to strategize your company SEM campaign because of your company's reputation is at steak.
The successful Search Engine Marketing campaign can only be accomplished if the company will build a
well trained cross functional team and the strategy will include not only SEO, but a combination of
targeted marketing research & analysis, customer value proposition, CRM, public relations strategy,
intuitive E-Commerce platform and extensive customer service.
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