Darrin Shamo

Heather Fletcher is senior content editor with Target Marketing.

Shoes can be a consumer tax deduction, right? OK, maybe not. But Zappos.com has other contingency plans for the endurance run through this beleaguered economy.

At first, it's difficult to fathom what slapping Zappos.com CEO Tony Hsieh has to do with optimizing rich media for search. Difficult, that is, until typing "shoes" into Google pulls up an organic listing with Zappos in second, usurped only by the word itself - Shoes.com.

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