This chapter is the first of three chapters that involve putting positioning strategy to work (Delivery). In this chapter we will discuss both aspects of search engine marketing (SEM), paid and organic search as well as the search marketing process and how it relates to positioning strategy and branding. At the end of this section you should have a better idea as to how search relates to digital strategy.
The Search Process and Strategy
Since we have decided that the basic tenants of corporate strategy apply in the world of digital marketing, we can then apply these tenants in the world of search. There is an old adage that if you don’t know where you are going any road will get you there. The same idea can be ...
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