chapter  9
27 Pages

Objective IV: Formulating a Search Engine Marketing Plan

With all of the components of a successful search engine marketing (SEM) plan now outlined, this chapter will address formulating all said components into a logical plan that complements a marketing plan, the eventual business plan and corporate objective(s). This chapter studies the internal and external aspects of search planning and determines how best to select, implement and measure the right strategy for optimal achievement of objectives.