You can build a case for search marketing in your business and achieve measurable results. To learn how to shape the business case for search marketing, start with these three tips:
Watch for trends.
Best practices have continued to evolve along with search technology, so it is important to constantly monitor the industry to avoid using discredited tactics.
Use the new .xml-based sitemaps protocol to improve your indexing by search engine. Learn to use sitemaps strategically; they are not a magic bullet unless you know how to load the gun.
Reach out to robots.
When moving a new site from the development servers to production, remember to recheck the robots.txt files to make sure you are not blocking vital search robots from finding your site. Make sure to include the right syntax to encourage them to visit.
Amanda G. Watlington is the owner of Searching for Profit, a Charlestown, Mass.-based search marketing strategy consultancy. She can be reached via e-mail at firstname.lastname@example.org.
(This information appeared in the DMA07 Show Daily during the Direct Marketing Association’s annual conference. It is based on Watlington’s session, “Search Marketing Certification Primer.”)