Many marketers believe that search engine marketing is as easy as going to Google AdWords or Yahoo Search. But savvy online advertisers have realized that a more strategic approach is necessary and that the vital components of online presence lie in a company’s development of a holistic search strategy that encompasses all elements of search.

Getting and keeping a top ranking within all the various areas of the search results is the goal, and to do this you need to have a plan for your campaigns.

Maximum coverage comes from reaching the broadest audience. Marketers looking to achieve this goal need three critical components of search engine marketing. The first is paid placement, which is the placement of ads above or around natural search results. Next is paid inclusion – the inclusion of paid results directly into the relevant natural search results via an XML feed. Finally, there’s natural search engine optimization, using technology and consultative services that develop the highest natural search results for a given keyword or keyword phrase.

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