To Start SEM you need to understand and analyze the Business information of your client and for what thet are best known for?
For example understand brief description of company or business , products of company and its services, what are the other competitors and what they are doing. Important Technical Information about clients Business
If your client have not identified the keywords for his business then make a list of suggested keywords. do some further research on the keywords, which are best for the business.
Identify the geographical target of business and market like Local / Regional / National /International or all
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How to start Search Engine Marketing ?
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replysanjay
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How to start Search Engine Marketing ?
SEO and w3c Standards
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