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Top 10 Ways to Make Search
Marketing Work for You
by WebTrends
Abstract:
Last year's spectacular
growth rate for paid search ad spending makes it
possible to overlook three equally vital elements of
the entire search marketing process (as detailed in
this white paper). One, optimizing a Web site for
organic search is just as important as paying for
position - especially as the cost of keywords rises.
Two, when paying for clicks, consider contextual
search-but only when the value makes it competitive.
Three, if your product or service lends itself to
local search, look closely - the coming year is a
great time to get on the still new bandwagon. Finally,
while SEM may be a highly effective marketing tool,
remember that it acts mainly as a direct response
device-don't ignore the power of branding to establish
a Web presence and entice customers.
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