I have decided that by far the best way to deal with this problem is through education. SEM is not a black-art that only the priests and priestesses that serve at the altar of Google can comprehend. It is vital that those who make marketing and budget decisions for their companies begin, at least in some way, to understand how this crazy game works.

For a start, how can one company charge £10/ month while others charge £210 or £2100 for essentially the same service? What’s with that? is it possible to do any SEM for so little? Can someone really justify the £2k a month figure? and how does one compare like with like? Hopefully this series of articles will help you to begin to get to grips with how it all fits together.

• If you are a business looking to do some SEM on your site, you will have the ammunition you need to ask the right questions of the right people to get your site working for you.
• If you are a web development agency, we hope that these articles will help both you and your clients develop a better understanding of how to get the most out of your working relationship.
• If though, you are one of the many (and there are hundreds) of companies who prey on the ignorance of your clients to sell them “snake oil” for vast sums, then, well… very sorry but we are going to give your clients a peek behind the curtain, so they can see just how ordinary “the Great and Powerful Oz” really is.

Information is the power to make better decisions.

… Next instalment coming soon!

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