Enterprise Search Marketing
Encyclopedia
Enterprise Search Marketing, also known as Enterprise Search Engine Marketing, is a subset of Search Engine Marketing
(SEM) that relates specifically to the implementation, management and measurement of SEM programs at scale–across a variety of business units, geographies, budgets, local languages, search engines and target audiences. As with Search Engine Marketing, there are three main methods: Search Engine Optimization
(SEO), paid search engine advertising or pay per click
Search advertising
and paid inclusion.
There are several differences between SEM and Enterprise Search Engine Marketing (ESEM), one being the requirement for enterprise-class SEM tools and SEM software solutions to enable organic optimization, search campaign management and ROI analysis at scale. Second, the increased need for well-documented business process, communication and coordination across diverse and disparate teams and stakeholders. Third, a unified education plan to ensure consistent and ongoing application of search best practices at the enterprise level.
Search engine marketing
Search engine marketing, , is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages through the use of paid placement, contextual advertising, and paid inclusion...
(SEM) that relates specifically to the implementation, management and measurement of SEM programs at scale–across a variety of business units, geographies, budgets, local languages, search engines and target audiences. As with Search Engine Marketing, there are three main methods: Search Engine Optimization
Search engine optimization
Search engine optimization is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid search results...
(SEO), paid search engine advertising or pay per click
Pay per click
Pay per click is an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market...
Search advertising
Search advertising
In Internet Marketing, Search Advertising is a method of placing online advertisements on Web pages that show results from search engine queries. Through the same search-engine advertising services, ads can also be placed on Web pages with other published ....
and paid inclusion.
There are several differences between SEM and Enterprise Search Engine Marketing (ESEM), one being the requirement for enterprise-class SEM tools and SEM software solutions to enable organic optimization, search campaign management and ROI analysis at scale. Second, the increased need for well-documented business process, communication and coordination across diverse and disparate teams and stakeholders. Third, a unified education plan to ensure consistent and ongoing application of search best practices at the enterprise level.