For some background on Internet Marketing, please refer to my 07.15.2005 news letter. There I establish the importance of search engines in locating your website on the internet.

A growing factor in the importance of search engines is the number of users that connect to the internet via broadband. Broadband connections have finally surpassed dial-up among Internet users in the United States. According to recent Nielsen/NetRatings reports, 51 percent of online users connect through a DSL, cable or ISDN service. The number translates to 63 million Americans. This is very important because we know that the better the quality of the connection, the more important the internet becomes in peoples lives. When you consider that on a typical day 41 million adults use a search engine, a good strategy for search engine marketing is a must. 

A recent study from Harris Interactive describes the behavior and preferences of Americans when searching the web.
The study, commissioned by search marketing firm icrossing, was put together based on interviews with more than 2,100 adults. The findings show that search continues to be a popular online activity, with more than 50% reporting that they searched every time they went online.
Harris Interactive reported that 88% of those interviewed said they were researching specific topics-specifically, information about hobbies. And women (61%) were more likely to search for health and medical information than men (35%). Of those searching for specific topics, 28% are looking for job or career information.
Other common things people use search for include:

• Getting directions/maps - 75%
• Looking for news - 64%
• Shopping - 51%
• Looking for entertainment web sites - 47%

The study also affirmed data from the major measurement services, showing Google as the most popular search engine, followed by Yahoo, MSN, AOL and Ask Jeeves. However, the types of information people looked for with each engine varied.
For Ask Jeeves and MSN users, searching for health information is the most popular reason for researching a specific topic. Google users, by contrast, like to look for news and current event information. Google users also tend to use search for business or professional research more than other search engine users.

It is very important that the strategy is well documented, understood and approved by the client before implementation. 

The approved strategy can be implemented by the client, who has the experience, time, and inclination, or sourced to the consultants firm. The SEM results will need to be monitored on at least a weekly basis and modified to meet changing conditions.