1.Products/Services Description: Briefly discuss benefits, features, description, pricing information, etc. Then explore what makes this product competitive with similar products that can be found using search engines.

2.Target Market: Include any specific searcher behaviors which have been identified through your market research, describe product buying cycle, social, demographic, economic, technological, political, etc. Again the emphasis is on how this information applies to search engine activity. Traditional business does not necessarily translate directly to the search engine arena. Accordingly these are important issues to work through prior to initiating a search marketing campaign.

3.General Search Activity: It is assumed that you have already determined your primary targeted search phrases, around which you are basing this campaign. (Many resources available on the web for researching targeted search phrases, and as that is a subject which is outside of the scope of this paper, I would advise consulting the search engines for direction.) Give detailed information about Estimated Daily/Monthly search volume across top defining search phrases. If available, include temporal statistics such as information about seasonal search activity and how this correlates with purchase decisions. Additionally it would be wise to brainstorm any external events that could trigger a change in search activity for your phrases. For example if you are targeting a search phrase that is potentially related to a company that has recently filed for an IPO, you need to explore and prepare for how their public offering could affect your campaign in terms of search activity and visitor interest.

4.Competitors: Discuss your top competitors for your targeted search phrases. Do these companies also exist as your competitors off-line? Discuss this dynamic. What are your competitors strengths both obvious and subtle? Describe market share. Ideally a complete website analysis for your top 2-5 competitors for each of your targeted search phrases should be completed. Competitors that appear for multiple targeted search phrases should be given careful analysis to determine exactly what you are up against, especially if they exist across multiple search engines as well.

5.Financial: Describe product/service financial dimensions including cost, delivery, life, trends and projections. Do you also offer your product or service through traditional sales channels? Does the virtual sales channel allow greater latitude for competitive pricing? Is your pricing competitive? Can you offer special promotions or incentives?

6.Other: Any other significant factors affecting your ability to produce, market, sell, deliver and support your product/service

SWOT Analysis:

A standard SWOT analysis is certainly in order and is applicable directly to the overall search marketing campaign. Specifically the SWOT analysis should be applied to your online business, including your website, products/services, etc. as they relate to the search engine arena.

Strengths: There is no need to be modest here, and the balance will be found by completing the next step.

Weaknesses: Be honest and realistic. Insight now, even if uncomfortable, prevents disappointment and failure later.

Opportunities: In the e-business landscape, opportunity is defined by a strong niche. A niche is a small gap that exists between supply and demand. Detail how you plan to bridge the gap.

Threats: This step is not just about your competition; you must identify and prepare for trends, budding developments and subtle currents that could destroy your viability.