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Search engine marketing is a fundamental element of any business' online marketing efforts and it requires a number of employees to work together to achieve maximum results. As the number of websites increases year over year, and the search engines are updated, redeveloped, and revamped, business owners have to make sure that their Internet Marketing teams – composed of Search Engine Optimisation and Search Engine Marketing professionals – are working together, in unison to create an integrated marketing approach. Otherwise, you'll find that: one, you're spending too much money at cross-purposes, and two, you won't get the online results you want from your search marketing efforts.

If you find your website struggles to capture leads on the Internet (i.e., paying for itself) and struggles to convert visitors into paying customers, it just might be time to take a hard look at your online marketing plan. A well-designed marketing plan should allow you to keep control of your overall click spending through good search engine marketing work, so less waste equals more revenue in your pockets. A good marketing plan also involves ensuring that your website's pages are easy to read by the search engines and it's well worth the effort when it pays real dividends at the end of the process.

At the very least, these experts need to be working closely together on a unified online marketing approach:

1) Search Engine Optimisation experts – these folks apply proven techniques that boost the chances that your website will be the first listed in the results when a user types a search phrase into a search engine and clicks Go. This involves a number of efforts, including keeping up with the latest changes in the search engine algorithms, an effort that can be time-consuming if you do it yourself. If your site was working once, but that initial surge of activity has dropped off, it may be time to take a look at search engine optimisation again to get your site ranking higher.

2) Search Engine Marketing experts – these folks look at more than simple keyword content and placement. This specialisation examines anchor text, external link popularity, and the diversity of link resources coming into and out of your website. They also examine the use of social media to see if that's useful for your brand awareness and identity.

When these experts work together, they can ensure that all the objects on your website – content, headings, links, applets, scripts, forms, etc. - are working to contribute to the search engine optimisation in a coordinated way.

Ensuring that the search engine optimisation and search engine marketing experts on your website's marketing team are working together means your website will be regularly indexed by leading search engines. It means drawing high-quality users to your web pages and answering their needs. It means increasing your site's prominence through effective cross links – all of which will achieve a useful website that pays for itself and works to bring in revenue.

Search engine marketing and search engine optimisation done well means that the solutions your company provides to the paying public can be found quickly by those who are searching for them. Plus, by getting your teams working together, it doesn't have to cost a fortune and the results will have a tremendous impact on how your customers find your products and services.