Search Engine Optimization & Marketing (SEO/M) should be considered a part of the marketing mix for many organizations. Search Engine Marketing offers extensive tracking which allows marketers to truly understand the effectiveness of their promotional dollar. From impressions to click-throughs, conversion to leads, and revenue generation - the metrics delivered allow on-the-fly adjustments to campaigns and measures of effectiveness. Search Engine Marketing engagements break down into two areas - organic and cost-per-click advertising.

Organic

Organic refers to the native result set that is delivered back by the search engine. Search engines do not publicly release the algorithms that generate these results sets. This makes optimizing your site's web pages for a high return challenging, even with a solid understanding of how the engines work. Nonetheless, click-through rates can be very high and for most organizations it makes strategic sense to fully pursue this tactic.

Cost-Per-Click

Cost-per-click advertising, on the other hand, represents the purchase of keywords and phrases which will in turn display your advertisement on the results page. You do not pay for an impression, but only when someone clicks-through to your site. This tactic is popular due to its ability to pinpoint control and return immediate results.

Steps In A Typical Engagement

• Discovery
• Keyword analysis & recommendation
• Cost-per-Click campaign setup
• Keyword & page optimization
•  Search engine & directory submission
• Cross link promotion
• Maintenance plan