Rise and shine of the young!

Marissa Mayer – CEO, Yahoo – Age 37

Year	Age	Position
1975	0	Born
1993	18	Graduated from Wausau West High School
1999	24	Joined Google
2012	37	President & CEO, Yahoo

• Active on twitter at https://twitter.com/marissamayer
• Joined Yahoo when she was 5 months pregnant and took two weeks of maternity leave.
• Banned Work From Home policy.
• Extended maternity leave to 16 weeks of paid leave from 8 weeks of paid leave.
• M&A
• Bought online blogging forum Tumblr for $1.1 Billion owned by David Karp (26 now)

• Bought London startup Summly for $30 million owned by a teenage entrepreneur - Nick D'Aloisio (17 now). S’Aloisio and Summly team to join Yahoo.

Mittu Chandilya – Head, Air Asia India – Age 33

• MBA from INSEAD, a part time model, non aviation background.
• Last - Head of services practice for Asia-Pacific at executive search firm Egon Zehnder.

SEO vs SEM

'Search' is an important part of your digital marketing strategy. Developing a website without focusing on search optimization is like building a product and locking it inside a safe.
When you focus on Search, you focus on either Search Engine Optimization (SEO) and Search Engine Marketing (SEM).Before the business decides which strategy to adopt, it is important to understand each of the strategies and how it meets the business objective.
SEO increases the visibility of a website on a search engines organic results page. SEM increases the visibility of a website on top of a search engine page under paid marketing. SEO is more trustworthy than SEM results. SEO is a long term strategy while SEM gives instant results.

There are different ways to optimize the site for SEO and SEM. Depending on the marketing objective, it is important to understand if one should go for SEO, SEM or both.
Business should have a budget for search. It's like a blue ocean strategy which adds value for future growth.
It is better to have your SEO agency work along with you starting from website development as they can share inputs on website design, content placement, keywords to be used and coding. Content building and keywords are two very important aspects of search engine optimization. On the other hand, SEM is about identifying the most appropriate keywords and betting on them to get maximum traffic.
Digital marketing is not a one time activity but a continuous process of improvement and optimization. The lifeline of a website is very short unless you put in effort to keep it alive through continuous enhancements.