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There are many varying opinions on the most effective uses of search engine marketing, therefore providing a number of search engine marketing strategies and combinations of strategies. While a company, business or site could be their own search engine marketing company, providing SEM services for themselves, many opt for the experience and knowledge of a search engine marketing consultant, search engine marketing firm or a search engine marketing specialist. There is no definitive "correct" choice, but utilizing those with past experience and knowledge could guarantee a site or business to avoid the pratfalls and hurdles of SEM that are not obvious to beginners.
Strategies may include utilizing PPC search engine internet marketing, keyword targeting and site optimization to coincide with search engine results. A search engine marketing consultant may be able to point out pros and cons of each approach and the history of each.