Whitepaper: The Anatomy of Search Marketing Firms

An Inside Look at Search Marketing Service Operations

One of the most frequent complaints that we hear from clients is the difficulty in evaluating and differentiating each firm’s capabilities, experience and ability to deliver. With more than 2,000 firms offering some form of search engine marketing services in the United States, businesses looking to hire or buy a search marketing company encounter a cluttered marketplace with little information on how to distinguish between each firm’s strengths, weaknesses and differentiators. This whitepaper was designed to provide that starting point.

The purpose of this whitepaper is to help businesses learn how to differentiate and segment professional services firms offering search marketing services. The goal is to enable professionals to make informed purchase decisions that deliver beneficial and long lasting relationships with search marketing firms. Key questions addressed:

• What are the different types of firms offering search engine marketing services?
• How can different firms be classified?
• What is the difference between consulting and full service search engine marketing?
• What tools are employed for search engine marketing?
• What positions are staffed for search marketing?
• What are the industry credentials and accreditation services?
• What pricing models do firms offer?

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