While many companies utilize SEM (search engine marketing), I’m continually astonished at the number of executives who don’t really understand it and aren’t using it yet.  If you are secretly confused about how to leverage Google and Yahoo! to improve your marketing effectiveness, then this blog entry is for you. If you have some expertise in this area, you can skip this article, as it is too basic for you.
“Search Engine Marketing,” or SEM, encompasses everything to do with using search engines to advertise your business. There are three main categories within SEM:
•     Search Engine Optimization, or SEO is also called “organic” or “natural” search. This means that you don’t pay Google, Yahoo! or anyone …