SEM and SEO produce best marketing results, expert says

Combining search engine marketing (SEM) with optimization can reap real rewards for online merchants using address validation software, according to research.

Linda Fanaras, the president and founder of Millennium Integrated Marketing, has found that realtors engaging with SEM and search engine optimization (SEO) have had better results than those using SEO alone.

Writing in the New England Real Estate Journal, she notes that SEM is the opposite of SEO, using paid-for advertising that is highlighted above organic search results.

By setting a daily budget and maximum bid in order to control costs, Ms Fanaras believes that SEM can provide major benefits for companies with an online presence.

"SEM is most effective when executed as part of a seamless online marketing strategy that includes SEO and social media marketing efforts," she adds.

Heidi Cohen, president of Riverside Marketing Strategies, recently suggested that firms looking to use social media marketing need to carefully plan their strategies in order to make them efficient.