Search Engine Optimization and search Engine Marketing

Search Engine Marketing (SEM) and Search Engine Optimization (SEO) are the two most popular and efficient techniques to promote a website. Search Engine Marketing (SEM) has some goals to promote a website:
Increase Web Site traffic
Improve Search Engine Results position
Additional sales and customer acquisition
Higher brand awareness and customer satisfaction
Once the business goals and objective have been determined the next step of Search Engine Marketing Management is to resolve the current status of any SEO or SEM initiatives which may have been completed previously, and to evaluate Web Site issues which may impact on Search Engine Optimization.
Things which should be investigated are:
Investigate and identify current keywords and their use
Current Search Engine results for business’s current keyword selections
Analysis of inbound and outbound links
Determine current use of Social Media Marketing
Analysis of current Pay Per Click Programs
Use of Robots.txt and Sitemap.xml
Competitors SEM/SEO Analysis
Search Engine Marketing Strategic Plan may include Keyword Research, Content Development, Inbound Link building strategies, Develop Pay per Click Campaign, Create Ads and Landing Pages, Develop Social Media program, Advise and recommend Web Site revisions, Estimate of monthly work and cost to maintain SEO / SEM program
Other than these Link Development Strategies, Search Engine and Directory Submission, Social Media Optimization (SMO), Conversion Rate Optimization (CRO) are the other important things that should be keep in mind while doing SEM/SEO process.