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) is the other important things that should be keep in mind while doing SEM/SEO Process
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