Use our hub pages as a reference to get up-to-speed on all the main digital marketing techniques. They will help you quickly understand how to make the most of the technique through definitions and recommendations on our member resources and blog articles covering strategy, best practices and the latest statistics.
Search engine marketing is now a core marketing activities. We have a lot of details on the techniques for search marketing in our separate Quick Guides on SEO and PPC Adwords. Keyphrase analysis is important for both paid and natural search, so that's covered here.
We've kept this Quick Guide brief, since most of our advice on search marketing is in the individual quick guides to SEO and PPC/Adwords. These are all broken down into more details on all the techniques that matter which are link-building and on-page optimisation for SEO and managing Quality Score for PPC.
Keyphrase analysis is important for both paid and natural search, so that's covered here in our Quick Guide to Keyphrase Analysis.
For us it's simple:
Search Engine Marketing (SEM) = Search Engine Optimisation + Pay Per Click Marketing
But beware, many including big media agencies who traditionally didn't work on SEO, confusingly use Search Engine Marketing ((SEM) to refer specifically to Pay Per Click (PPC).
However you define it though, it's improving your visibility in the search engines and especially Google.
These are the related techniques which we recommend as important for managing Search engine marketing effectively. View these hub pages giving details on best practices, statistics and examples for these techniques: