Enterprise SEM Strategy – my latest column on MediaPost Search Insider

Here is my latest column for MediaPost Search Insider. 


I’m still finding that there is a lot of confusion in the search industry about the basic framework for search engine marketing strategy, so I decided to step back this week and offer a basic framework for search strategy.  I should note that my POV is mostly from an enterprise or corporate search engine marketing standpoint.  But the main point is to step back and really consider all aspects of SEM – not just SEO and paid media.