Incorporating Search Engines into Your Integrated Plan

It's one of the hottest (but least understood) items in the communications field these days: Search Engine Marketing (SEM), which comprises both Search Engine Optimization
(SEO), primarily working with the components of a Web site, and Search Engine Advertising (SEA), buying pay-per-click ads on search engines like Google and Overture. Just a year
ago most companies didn't even know either existed. But with coverage in The Wall Street Journal, BusinessWeek, Business 2.0 and other business publications there's more awareness
now. Still, many communicators are confused about the difference between SEA and SEO and think they are synonymous. Wrong.