[dropcap]E[/dropcap]nterprise 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.
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