10 paths to valuable search
1. Constantly monitor the landscape to identify both opportunity and risk
2. Leverage search to communicate your messaging in response to the issue
3. Integrate SEM and PR teams to moniter emerging stories
4. Direct people to highly relevant and targeted landing pages
5. Don’t ignore potential problems; your competitors certainly won’t
6. Optimize releases before they go across the wire to control brand reputation
7. Research to ensure you target correctly
8. Use social media sites such as Digg and Reddit to create opportunities for virally linking success stories through companies’ unique content
9. Appeal to the internet-savvy crowd by offering genuine and unique content, and not directly pitching products.
10. Track results and evaluate your progress
