DEFINE Your Search Engine Marketing Strategy

With the transformation of the digital marketing landscape with AI, it's essential to stay ahead of the curve. That's why here at Sitelynx, we've drawn on over 25 years' of experience with data-driven search engine marketing strategies to craft an approach that evolves along with changing industry trends and best practices.

Put simply: success isn't a one-and-done feat with new technology; It takes continual adaptation for long-term profitability!

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Key Insights and Actions Takeaways 

• Search Engine Marketing works harder for your brand in recessions, as the audiences are intent on finding solutions to problems, such as you can provide 
• With the rising challenge and interest in AI Search, having a strategy will allow for change should your organic search audience get impacted by the change in interface.
• A strategy is not a plan!
• A strategy is how to overcome the environmental obstacles to reach your goal.
• Your SEM strategy acts to “steer” your SEM to achieve your goal
• Your SEM strategy should also act to stop your plan from getting sidetracked by “shiny new things” syndrome (AI in search is the latest shiny thing, without a doubt)
• A plan gives details of how to achieve the strategy
• Search Engine Marketing needs both a strategy and planning to be successful
• DEFINE SEM is a tried and trusted SEM strategy framework that produces Search marketing success
• DEFINE SEM is made aligned with stages of a successful strategy; Diagnosis, Guiding policy and Coherent actions
• Does your company have an SEM strategy or just a plan?

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Search Engine Marketing for 2023 Explained

Search engine marketing (SEM) is a powerful tool for businesses to increase their visibility in search engine results. 

In 2023, SEM will be more important than ever as businesses strive to still reach their target audience despite:

• Increasing content from competition from generative AI
• Manage “fear of recession” driven budget cuts
• AI technology, and Search interface advancements, could change target audience behavior. 

A well-defined search engine marketing plan can help businesses achieve their goals and maximize their return on investment. But creating a search engine marketing strategy in 2023 will allow you to react to changing environment as we had to in 2020.

For many marketers, Search Engine Marketing stands as a cornerstone of their marketing plans. It is one of the areas many will have always-on campaigns focused on to acquire new customers.

However, with search normally being “always on” you can't just assume it's all “business as normal”, and just look at tactical changes ( add or remove New keywords, content updates, algorithm, and product updates).

Instead, a proper strategic review is due. Stand back, look at every part, and let the data decide what will work.

To Start What Are The Pros and Cons of Search Engine Marketing?

Nothing is perfect in marketing, so first, let’s look at the core Pros and Cons of Search Marketing before blindly diving into the details of the SEM Strategy.

Pros of Search Engine Marketing (SEM) for a Business:

• Increased Visibility – SEM is one of the most effective ways to get your business in front of potential customers. Your audience is actively “lent forward” into finding their next purchase. SEM can increase visibility for your business by improving your website rankings in search engine results, ensuring that your brand gets more attention in organic searches and paid search slots. When Graham Hansell founded Sitelynx in 1996, it followed his powerful experience working in one of the first web directories and seeing the questions people were asking of it. Surely he thought, “if a company can answer those questions, that puts it in a potent position to reach its customers”. This is still true today and drives the core of Search Engine Marketing.
• Drive Traffic – Once you have built visibility through SEM, you can use these campaigns to drive relevant traffic to your website. With high-quality content related to your audience’s needs, you are driving more qualified traffic that could potentially turn into customers.
• Generate Leads – At Sitelynx, we have a saying “Positions Are Vanity, Clicks Are Sanity, But Leads Are Reality”. So your SEM strategy must effectively capture consent and generate leads from people searching for a product or service you offer and those just browsing online. With targeted keywords and ads, businesses can capture their target market’s attention and convert them into leads by following their customer journey.
• Cost-Effective – Compared to traditional offline advertising, such as print media or radio/TV ads, search engine marketing is relatively cost-effective due to its ability to target specific audiences that are likely interested in what you offer, which reduces the waste of resources when targeting the wrong audience.
• Real-Time Results – Unlike traditional advertising methods, where it takes time to measure the success of campaigns, with SEM, you can monitor real-time results and make optimizations accordingly based on how users interact with your campaigns, such as engagement rates and conversions, etc., helping you achieve better ROI for your spendings on SEM campaigns over time.
• Improving the condition of local businesses – Yes, SEM's most significant advantage is that it hugely benefits small-scale or local businesses. Local industries are the backbone of any country's overall industrial sector. They support large-scale industries by providing them with raw materials. SEM does wonders for local businesses. Over 70 percent of internet users are local searchers for information regarding various goods and services.

Cons of Search Engine Marketing for a Business:

• Resource Intensive – While search engine marketing is cost-effective compared to other advertising methods, it still requires a substantial amount of time and money if you want to really make an impact in SERPs and reach more significant numbers of potential customers online. Also, costs can add up quickly with multiple search strategies involved when optimizing campaigns depending on how competitive the keyword landscape is for any given market/vertical or niche industry targeted by the business’s search engine marketing campaigns.
• Risk of Low-Quality Traffic – If not researched and managed by experienced professionals, Search campaigns may result in low-quality traffic coming from non-converting keywords built around irrelevant content that doesn’t bring value back to our business. Instead, poorly planned and managed campaigns show negative results such as low engagement rates or low conversion rates, which ultimately mean wasted money spent on bad investment decisions made during the campaign optimization process due lack of proper knowledge of SEO best practices and organic ranking algorithms used by Google (and other major search engines) over time when indexing web pages or evaluating backlinks quality across domains pointing towards yours in order rank higher even if these domains have low authority scores according to Domain Authority.
• Complexity – Search engine marketing does require an understanding of highly technical concepts such as; Topic and query research techniques, ever-changing Competitor research, Google Update Impacts like the Helpful Content Update (what is helpful content), and the new impacts of AI on searchers' behavior, as well as Semantic indexation strategies for different kinds of content in text and video discovery search. Businesses must hire experienced professionals or invest time in search engine marketing training for internal teams in this field before setting up their campaigns. Even after the initial training process, it's necessary to continue learning about new trends & updates within the marketing world since algorithms governing the whole process are constantly changing. It's essential to stay informed. Otherwise, performance will drop significantly if the tactics aren't updated accordingly.

What are the 5 most commonly used search engines?

If you google top search engines, it shows this in the featured snippet. 

Top Search Engines

1. Google
2. Bing
3. Yahoo!
4. Yandex
5. DuckDuckGo

But If We Reframed The Query Instead To Focus On Search As “Discovery” 

But let’s update this to whenever people are looking for content, not just traditional search engines.

Insights:

But if we rephrase the search as Discovery (the term we use at Sitelynx), then this list looks like this:

1. Google 
2. YouTube
3. Amazon
4. Tiktok (and growing)
5. Bing

So the first insight in 2023 is: 

“Stop thinking of search as just text; it should be the discovery of all content.”

With the quoted stat even on Google’s own competition page (by the way, you have to open the Read More under Google’s free services section to find it – that is not going to get found in Google Search Results – intentional Google?), that 55% of product searches begin on Amazon.

Video is going further than ever.

When Video search makes up 2 of the top 5 then it's video content, not just text, that matters. Google has said it is making search more visual and appealing to the users who have grown up with web 2.0 and Mobile Apps (Millennials and Gen Z), and all their content distractions. 

• “40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search,” he continued. “They go to TikTok or Instagram.”
• Google has deals to be Indexing TikTok and Instagram Videos, bringing video content beyond YouTube.

Hyperlocal Is The Place To Be Found

Any company targeting a local audience has long focused on the cities around them. However, every area has its subsets of local area descriptions. If you want to reach locals, you have to be seen as a local.

With this in mind, it may be time to review any local SEM targeting to get even more local beyond just the “obvious” towns and cities you would think of.

Actions: 

Focus On Your Audience

If your audience is 45 years or older, they are firmly embedded in the “traditional” search experience. But if you are looking for Gen Z, you will need to look beyond the basic search strategies of the last ten years.

Create Video To Be Found

Designing your video to be found on the platform (Youtube, TikTok, Instagram)  and on the broader web is now a real challenge for creators.

But by incorporating Video into your Search Marketing strategy, you stop leaving it a chance to be found. Instead, make Video a core content type for your discovery strategy.

Get HyperLocal

There may be low monthly searches (not showing in the standard keyword tools of Google Keyword Planner, Ahrefs, SEMRush, etc.) for very local searches. But by appearing for these searches, your brand will gain the perception that it knows the local area and that it is there for those people living and working there.

What Is A Strategy?

Let’s take a step back and understand what a strategy is.

What it is not is, a plan full of numbers, dates, and measurements.

Developing a successful strategy is all about finding ways to tackle change and disruptions – by recognizing and adapting to changes, there is a path to future success. There have been so many strategic challenges in the last two years, 

A strategy as defined by one of the best books on the subject of good strategy/bad strategy is to quote the book.

” The kernel of a strategy contains three elements: 

1. a diagnosis
2. a guiding policy
3. coherent action

The guiding policy specifies the approach to dealing with the obstacles called out in the diagnosis. It is like a signpost, marking the direction forward but not defining the trip's details. Coherent actions are feasible coordinated policies, resource commitments, and actions designed to carry out the guiding policy.”

Example Strategy: SpaceX

Taken from this think piece on strategy, here is an example of a “shoot for the stars” strategy.

Diagnosis: SpaceX was founded on this premise. What’s preventing humans from colonizing other planets? The critical bottleneck is cost. It’s simply too expensive to get to the nearest habitable planet (Mars). The main source of expense is that we don’t reuse rockets — we let them burn up in the atmosphere after delivering their payload into space. It’s as expensive as air travel would be if we burned the 747 and made a new one each time. “SpaceX believes a fully and rapidly reusable rocket is the pivotal breakthrough needed to substantially reduce the cost of space access.”

Guiding policy: Sell launch services to fund the design and development of the technologies needed to return a rocket to Earth intact.

Coherent actions: SpaceX undertook a years-long set of actions, lambasted by many as quixotic, to develop and test the components necessary for reusable rockets. Departing from 60s-era technology, it developed a series of rockets, starting small and expanding to larger and more capable rockets, constantly subsuming more of the supply chain to cut out the cruft of middlemen and contractors.

Checklist For What is a Bad Strategy?

Here is a quick checklist for a bad strategy: 

• If your strategy is full of fluff
  • Insight: lots of headings, paragraphs, and words but no insights or actions
  • Actions: Review the summary of the document. Does it tick the boxes of Diagnosis, Guide Policy, and Coherent Actions
• Failure to face the challenge
  • Insights: Does it talk about the new developments in Search but not how they will positively/negatively impact the company? Search is a big, fast-moving industry, and it’s too easy to focus on the technology and defocus your audience’s use of search.
  • Actions: Focus on what is happening in search results that impact your business, not just the wider industry. 
• Mistaking goals for strategy
  • Insights: If you have a fully qualified set of goals, “we want to be number 1 on Google for ….” but not the environment, the challenges, and the opportunities, then it’s not a good strategy
  • Action: Refocus your strategy on the reality of search and not just the business needs
• Bad strategic objectives
  • Insights: “Double the clicks in 3 months.”
  • Action: Qualify the objectives so rather than “Double the Clicks…” what types of clicks? “Clicks that convert at the current rate or better”. This means your objective is not to drive traffic for traffic's sake only.

Hang On – We Aren’t Going To Mars, Just To The Top Of The SERPs

So a search engine strategy is not a plan. We will come onto planning later, but instead, a strategy is a way to successfully change, given the competition and resources available.

Following this insight, many companies may need a review of their SEM strategy.

What Is An SEM strategy?

On a comprehensive level, an SEM strategy is there to produce action that makes positive changes to the marketing to your audience. 

But that could be called “fluffy” so let’s get more practical with it. 

An SEM Strategy is a reference point that you measure against planned actions. Therefore it should give a clear guide to what should be done and what shouldn’t be done, just because it is a “new shiny shiny” thing.

How do we know if we have an SEM strategy?

Does your SEM strategy cover:

• identify the challenge to be overcome
• design a way to overcome it

Example Search Engine Strategy

An SEM Strategy example for a Generative AI Art site could be:

Diagnosis: Generative AI (GenAI) is a hugely fast-growing area of content creation. However, there is huge competition due to the “Hype” stage.

Guiding Policy: focus on specific interests associated with Generative AI, not the rapidly changing news area. Produce content that helps people understand and use the new Generative AI technology.

Coherent Actions: Build a site focused on use, not news. Content that helps people to sign up for all the main GenAI tools. Monitor Search Topics for specific applications of GenAI and produce focused use case content. What Are The Six Key Stages Of Successful SEM Campaigns?

The DEFINE SEM Strategy Framework

We at Sitelynx both train and use this strategic framework to ensure that a real strategy is produced (not just a “fluffy plan”).

So How Does The DEFINE Framework Fit With What Makes A Successful SEM Strategy Discussed Earlier?

The stages break down like this:

• Diagnosis 
  1. DAARTS 
  2. Environment 
• Guiding Policy
  1. Focus
• Actions
  1. Insights
  2. Navigation Plan
  3. Enhance Plan

Now we will walk you through each stage in turn with insights to help you build your own successful SEM strategy.

A Successful SEM Strategy

Stage 1

• DAARTS 

This is Sitelynx’s development to ensure the diagnosis stage of the strategy setting is wholly covered. This is a memorable acronym for the data to be collected, and analyzed, insights to be made, and actions to be planned. 

What Are The Stages Of DAARTS?

Discovery searches for your site

These are search queries your site is being found for that don’t contain your brand. The dimension is a query and the metrics of clicks, impressions, click-through rates, and average position.

This data is available in Google Search Console, which can be exported and reviewed. You need to filter to exclude any brand name searches as the next step will cover them.

Insights: 

• What are your top discovery queries by impressions, clicks, and click-through rate? 
• What topics can you group these queries into? 
• Are these topics on target for your target audience?

You can draw so many more insights from this data, but you need to answer at least these questions for the strategy.

Next for your discovery searches will be any Google Ads campaigns you have run. Export that data, keeping Campaigns & Ad Groups in place, and filter it, excluding any brand or navigational searching.

Insights:

• What are your top discovery queries by impressions, clicks, and click-through rate? 
• What topics can you group these queries into? 
• Are these topics on target for your target audience?

Awareness of your brand in search

Here you will be using two tools:

Google Trends, which, when you type in your brand name, will show you the popularity and where people have been searched over the last 12 months. 

You can then:

• Extend the time frame to 5 years or even back to 2004
• Compared to other competitor brands 

Insights: 

• Is your brand growing or dropping in awareness? 
• Are your competitors more popular? 

Back to the Google Search Console data you exported earlier. Now filter it by any variation of your brand name. This subset of data for your brand will give you the same metrics of clicks, impressions, click-through rates, and average position.

Insights:

• What are your most common brand variations (short form, misspellings, etc.)?
• Your Click-Through Rates (CTR) should be double-digit for your primary brand terms. If not, what is your average position? If you are top, then go manually search on those terms – is there something else to distract users (like competitor ads, negative reviews, or news items)?

If you have been running Google Ads Brand Paid Search, you can include that data and cross-compare performance on the Impressions, Clicks, and CTR.

Insights:

• Do your Google Ads Brand Queries perform better than Organic? 
• Paid CTR higher than Organic? It should be given a higher position.

Attention to your links and ads in the SERPs

Response to your ads and links

These two metrics work together to show overall performance in your Organic and Paid Search campaigns. The summary of this data will show you the performance on a broad topic basis. A helpful method is to group them into Topics/Ad Groups which allows for cross-comparison between Organic and Paid Search.

Insights:

• Are there specific Search Topics that perform best for your brand?
• What are the underperforming Topics?
• Are there Topics that should be there but missing?

Transactions post click on-site sign-ups, leads, and e-commerce sales

This data is now best available on a Landing Page dimension in Google Analytics for Organic & Paid Search traffic (you can do this in either Universal Analytics or GA4). Export this data by your key goal conversions and identify your top-performing landing pages by both Organic and Paid Search.

Insights:

• Are there common best-performing landing pages?
• Are Conversion Rates similar on the same landing pages from Organic and Paid Search?
• To increase the insights, take your top-performing landing pages and map the organic and paid search queries to look for common keywords. 
• Audience Demographics, Tech, and Interests can also be defined by using segments, filtering, and dimensions to define based on conversions, your reachable audience.

Service covers sharing, inbound linking, and reviews

How to find sharing data? You will need to go to Google Analytics and look at the landing pages driving organic social traffic from the social networks. Filter out your own campaign-tagged traffic, and what remains shows the pages that other users feel are worthwhile sharing on Social.

Basic Inbound Link data will be found in the Links report in Google Search Console. This will show your site’s most popular pages with the rest of the web. It also shows which sites are linking and which pages on their site have a link to yours.

You can get a lot more information from some SEO paid-for services like Majesticseo, SEMrush, and Ahrefs. These tools will help you dive into your inbound link network in multiple ways but can be overwhelming for a Strategic Plan.

Insights:

• Which pages have the most shares and links, and what is the crossover between them? Your most popular pages can show content that works with your audience and influencers. This helps inform your content strategy going forward.

Stage 2

Environment 

Now no website is uniquely targeting a search audience, as much as some companies think their product is unique. Therefore you need to look at how the search audience sees the Search Engine Results Pages and not just your site listings.

Now in 2023/2024, it is the environment that is most likely to change with the introduction of AI Search and its potential impact on both generic informational searches and search ads.

Now the search environment is driven by commercial realities, some of which are:

• AI Search costs up to 5 times (depending on reports) than current SERPs
• There is no proven ad model for AI Search, even with Neil Patel's prediction that Google Ads will go sales based, that is a BIG risk for a $200 bn revenue stream and something Wall Street isn't keen on changing

To prepare for the changes, start by looking at the data from the above previous sections.

The quickest way to get started is to run your target search queries you found during the Discovery step earlier through Google Search to see the actual results. This will give you information about the following:

• Results components; AI Search, Featured Snippets, Local map box, etc.

• What types of sites are appearing? Examples to look for are:
  • Blogs
  • Ecommerce retailers (AMAZON etc.)
  • Media Outlets (forbes.com)
  • Product / Service brands
  • Communities (Quora.com, Reddit.com)
• What content types are the results pointing to:
  • Blogs posts
  • Images
  • Map results
  • Product categories
  • Product pages
  • Videos
• Advertisers
  • What brands
  • What are their offers
  • What is their ad copy
• Partners
  • Are their media partners & influencers appearing in the SERP you could work with?
  • Looking at their landing pages, do they take guest blogging, advertising, or sponsorships?

Capture this data in a Document or Spreadsheet, and then you can move on to the following queries to check.

Insight:

Do you have many Competitors, Topics & Queries to review?

If you have a lot of research to do, take out one of the free trials of the leading Search Marketing Tools. 

SEMRush.com

Ubersuggest.com

Please note AHrefs.com doesn't offer a free trial anymore, so you will need to subscribe to it if you want to use their very powerful tool.

These will allow you to check 100’s of keywords simultaneously for data (Authority Score, Keyword Difficulty, etc.). However, you also need to review the content types to ensure you will promote your content with the best match to the search audience's intent.

These are examples of what an SEO competitor environment can look like:

Stage 3

Focus strategy

With both the DAARTS and Environmental research above done, you can identify the topics (broad groups of related queries expanded from what you are currently found for) and queries (specific queries typed into Google) you want to target. This step matches the audience’s intent with your content/product offerings. If you are in a B2B niche, avoid “overreaching” into consumer areas where there is volume, but the intent is not aligned with your offering.

Once you have a group of topics and queries, it is time to move to produce your focus statement for your SEM strategy. This will summarize your research condensed into a few paragraphs (not a long list of keywords that can wait till the plan).

Insight:

• Search today is best planned around topics rather than individual keywords. With individual landing pages receiving hundreds of search queries, long gone are the days of “one keyword, one page” for either PPC or SEO.

Action:

• Start a Topics to Landing Pages Map for your site. 
• Review your current plan against the Focus Strategy. Where are there gaps or unfocused statements?

Stage 4

Insights on data-driven opportunities

When doing your research above, many points will emerge from the data. Reviewing the reports will help you see things aligning with your strategy. These insights must be noted and used later as part of your planning process in the next two stages.

It is essential to look at the opportunities that your audience presents to you at this point.

Yes, now you do keyword research into the topics you have identified in your first round of DAARTS and Environment research.

At this stage, you can build relationships with the audience search topic for a top-down view of your customer journeys.

Insight:

• Research your audience and look for opportunities to build relationships with them at each stage of their customer journey, not just the endpoints.
• By using search acquisition and then broad remarketing (ads, email, and social media) 

Actions:

• Update to one where there is a complete customer journey where resources and budget allow growth.

Stage 5

Navigation plan for your brand

From your strategy and insights stages above, what needs to be done with your branded search? 

Examples of this could be:

• Trademark registration with the search advertising networks
• Regular monthly monitoring of your brand searches to identify competitors appearing under your brand
• Launch a test Paid Search Brand campaign to see the impact
• Work on site crosslinking to boost pages into the Organic search listing sitelinks

Insight:

• Don’t ignore your brand this year, as if there is any brand awareness driving search, then that is your most straightforward to convert the audience.
• Brand awareness is easily damaged without the brand realizing in the SERPs, consider it as part of your plan.

Action:

• Start Monitoring: Schedule weekly brand SERP screen captures for one month to see what appears and what is missing and decide your actions from there.

Stage 6

Enhance your plan to drive your discovery search

This stage needs to be done in the discovery search to increase audience engagement and conversions. This is worthy of a post on its own, so for now, we will look to another post to cover it.

Insight:

• Your Enhance Plan is how to increase what your search marketing is already producing.
• It needs to be based on real data-driven planning, not a “wish list” of the company's hopes to achieve.

Action:

• Sign up for the Sitelynx newsletter to get first access to the Enhance Plan post when it is published. We always send everything we do to our newsletter subscribers before publishing anywhere else.

Search Strategy Real World Impacts

Here we can show you how in 3 month's one company has moved from getting nothing out of organic Search to starting a successful journey toward lead generation. This was as simple as following a coaching session, and moving from a generic strategy (which they couldn't compete in) to a hyperlocal search strategy. This has started already to bring results, with more to come.

Summary SEM Strategy FAQ 

What are the four basic steps of search engine marketing?

To keep Search Engine Marketing simple, you can boil it down to the following:

• Baseline
• Opportunity and competition
• Content Plan
• Distribution Plan

If you get each of these covered, you are now at least in a position to move forward.

What are the 3 main search engine marketing products?

With the explosion of digital marketing, search engine optimization strategies have become critical tools for businesses looking to maximize their reach. From web organic search and video organic searches to paid advertising plans, there are numerous options available that can help establish a brand's presence online. Understanding these three core components is essential in developing an effective SEM plan tailored to achieve success with your target audience!

• Web organic search
• Video organic search 
• Paid search

This could be expanded to local search if that is right for your target audience.

What are the four SEM pillars?

Search Engine Marketing is essential for boosting brand visibility and accelerating growth. To succeed, businesses must be aware of the four distinct branches that make up SEM: 

• Web organic search
• Video organic search 
• Web Paid search
• Local search

Each offers unique opportunities to reach new customers but share the SERP as the interface with your audience. Implementing them requires different strategies – understanding all four can help marketers maximize their search marketing potential!

What is the main difference between SEO and SEM?

Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are two essential marketing strategies for any business looking to improve visibility online. While SEO focuses on driving organic traffic through unpaid listings, SEM leverages paid search ads and other search channels such as local, video, and web optimization. Both need conscious effort if businesses want to get the most out of their digital presence – which is why combining them into one comprehensive strategy can be so effective!

To put it simply:

• SEO is the organic web, local, and video search.
• SEM covers both paid and organic searches.

How To Start Search Engine Marketing 

This is the beginning of a potentially highly profitable journey if you haven't started search engine marketing before. If you make a start anywhere, start with what is already working for your site and build on those foundations. Most websites, unless they are brand new, will have some presence in the Google search engine index. So learning how Google sees your website content will set a baseline for planning your Strategy.

Questions to ask:

• Has your website already got traffic from search?
• What Topics and Questions is your content being found for?
• Don't know if you have search traffic. See the Discovery part of DAARTS below.
• Already know your site has got search traffic? Look at what is working and what to improve

But If We Are Planning Paid Search, Then Why Do We Care About Organic Search?

Firstly the point of going through the Strategy process is to determine the best way to reach your audience effectively. The strategy precedes the plan. Your plan might just jump straight to a tactic like Paid Search (“we are doing Paid Search, so we do more Paid Search”) is missing the point of a Strategy. 

Secondly, Google uses the Organic Index of your website to input into your Ad Rank (via Quality Score), so knowing how your site is indexed impacts your potential for Paid Search importance.

FREE Search Engine Marketing Checklist

In order for Search Engine Marketing to be successful, it is important to have both a strategy and plan in place. The DEFINE framework is a great way to create a SEM strategy that will produce results. By following the stages of diagnosis, guiding policy, and coherent actions, you can create a SEM strategy that will help your business succeed. If you're not sure where to start, our team of experts can help you create a winning SEM strategy.

Download the DEFINE Search Engine Strategy Checklist today and get started on creating a SEM strategy that works harder for your brand's success!