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Online Marketing. Marketing and E-Commerce subject at the International Master in Industrial Management. ...

Online Marketing. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan

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  • Hi there!

    I think the combined SEM/SEO strategy applies to the brand in general, which is comprised by a lot of keyword combinations.

    But for a single keyword combination if you do well on SEO you do not need to pay SEM. Google's 'Don't be evil' policy makes it possible, since SEM and SEO are separated on Google.

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  • Hi Fran,
    excellent overwiev, I really liked the level of detail and compression to the most important aspects at the same time! Maybe just one comment: on the SEO slide, you say that it's not necessary to pay for SEM if you have good organic positioning. That may be right if you just wantto gather some level of awareness for your company - in highly competed markets, the general practice is going for a combined SEM/SEO strategy. So even if your within the top 3 in organic for a certain term it might make sense (from a efficiency point of view) to bid also in SEM for that term. Media agencies normally offer tools to find the optimal SEM/SEO- mixture for each term.
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