Search Engine Marketing Detailed in Next Communications' Paper

This paper discusses the growth and critical importance of Search Engine Marketing (SEM) and how ramping up content and online activity results in tightly integrated system for improving position in Web searches.

According to Dennis Gallaher of Next Communications Inc., the use of search engines such as Google and Yahoo! - or search aggregators such as MetaCrawler or Dogpile - continues to nearly double each year. "The shift to the Web as a primary information source and response vehicle is undeniable," stated Gallaher. "When customers are ready to buy, more and more turn online first. Companies must stand out in the vast space of the Internet and ensure potential customers find them first."

Today, there are really only two methods for enhancing visibility with search engines:

- The first is to publish an ever-growing collection of good, keyword-optimized content that the target audience will find valuable and get other sites to publicize it.
- The second is pay-per-click advertising links.

Companies that lack either are losing ground.

The search engine algorithms may seem mysterious, but they are really quite simple. Most know search engines assign higher rankings to sites based upon the occurrence of the search term patterns in a site's content that reflect the search actions of their users.

But here's what many don't know:

1. Search engine spiders continuously crawl the Web for new, relevant content, assigning higher ranking to sites that continuously add new and valuable content that achieves link popularity.

2. Search engines assign higher ranks to sites that are linked to via outside sites or to linked content that appears on outside sites.

3. Search engines assign higher ranking when detecting the appearance of keywords in specific locations in your content, so understanding how to develop, map and seed the high-traffic keywords is essential.

4. Businesses that do not continuously work to improve their ranking are actually moving backwards, behind those who are.

5. Optimized keywords form the fundamentals of economical, highly-targeted, pay-per-click keyword advertisements appearing in context-related searches which can drive interested, track-able and pre-qualified prospects to a Web site for -literally - pennies.

When traffic is driven to a Web site, that site is being seen by search engines - and being seen by search engines means developing and getting valuable content out to a targeted audience, as well as the world at large.

Low-cost, self-perpetuating online marketing

Content, publicity, advertising, and search engine strategies feed upon each other to create a marketing synergy that is viable, affordable and sustainable. Other elements of this comprehensive strategy, including bulletproof keyword development, strategies to control valuable search term real estate, search engine optimization through link building, new media leverage, social media within an industry, and new targeted online and offline advertising tactics.

How tough times can lead to tremendous opportunity

The market isn't standing still. While some may retreat in tough times, companies can boldly lay claim to their competitors' market share, emerge as leaders in their industry, and position themselves for success as conditions improve.

For more information Dennis Gallaher at 952-934-8220 or e-mail him at dennis.g@nextcom.com for a free consultation. NextCom.com ">
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   Dennis Gallaher
   Next Communications, Inc.
   Minnetonka ,    Minn,    55343
   USA
   952-934-8220 (phone)
   dennis.g@nextcom.com
   www.nextcom.com