Let's briefly define what is meant by SEM

SEM in full means Search Engine Marketing, and includes the activities of SEO Search Engine Optimization), SMO (Social  Media Optimization) and SEA (Search Engine Advertising) that allow a better distinction of a company in the large amount of results provided by search engines.

The SEM includes benchmarking, monitoring, customer care and direct sales strategies, this strategy basically serves to increase the popularity of a site and its brand, a practice that is, in fact, part of what is called digital branding.

The person who will manage these operations will be able to evaluate the returns on investment (ROI) through dedicated analysis tools.

To make Web Marketing campaigns effective it is necessary to follow a few  initial steps in order to obtain a base that we will call "structure". Depending on the type of results expected (lead generation, brand building, brand consolidation, sales on ecommerce, etc). The basic "structure" will then be implemented with collateral activities such as social publications, links or specific articles if for example we are talking about a blog.

There are many possibilities which cover different internet users; to make an effective web campaign it is often necessary at least three to six months of careful study and analysis of the data generated. Only at that point will we be able to "refine the shot" and allow us to get the most out of the investment made. It is then necessary to continue to follow the various market indicators and know how to "accelerate" and "decelerate" based on the time of year.

There are many factors, as well as the possibilities that can be generated. This does not mean that results cannot be obtained already from the first days of publication of the web campaign but, to be precise, a lot may also depend on the relationship between the interest of the product, the investment made, the number of competitors present and active on the web.

In conclusion, we could say that the more information we have at the time of developing the web marketing plan, the easier it will be to hit the target.

Other fundamental factors that form part of the "structure" are:

Relying on a professional company is very often of fundamental importance as both the need to have multiple skills defined as "technical" and experience in the field, play an important role in the success of the communication campaign.