Managing Search Engine Marketing within a large organization can be one of the most challenging components in the online marketing world.

Research shows that Search Engine Optimization (SEO) is rated as having the best ROI among all online marketing mediums, yet it is one of those practices where the return is not immediate, which makes it hard to convince businesses that they need to invest in it.  Most large companies have seperate marketing teams from the web development teams, so getting SEO executed can also be a challenge, even if the money exists.

Paid Search can be just as fun, especially in a large organization where everyone wants to play, and often there isn't a focal point for keyword buys, resulting in internal competition.

The challenges to the above marketing tactics go well beyond what I mentioned here.  Having conversations about these topics is the purpose of the site we have created, www.TopDownSEM.com.  Our goal is to present opinions on how to address certain large and small business obstacles when it comes to running Search Engine Marketing in-house, and have an open community that responds and shares their own experiences.