There’s Money to Be Found in Our Search Supplement

Conferences are popular watering holes for online marketers looking to bone up on search engine marketing. Here’s another good source from DM News to quench that thirst: The Direct Marketer’s Essential Guide to Search Engine Marketing. The 48-page supplement to this week’s issue is filled with tips, case studies and research on what has become the most powerful form of online marketing.

The frenzy around search is more evidence that advertising on the consumer’s terms works to the betterment of all. In the guide, you will find articles on copywriting, optimization, technology, budgeting, keyword ranking, paid inclusion, brand control, buying keywords, local search and more. The common thread involves two of the world’s most sophisticated advertising platforms: Google and Yahoo. These two companies dominate the search field, though their competitors haven’t given up just yet.

Whether you are just dipping your toe into the search ocean or you’ve been doing it for some time, you’ll find something of benefit. We have case studies featuring companies like CompUSA, Cingular Wireless, Wal-Mart, Hewlett-Packard, Bosch Tools,, and Virgin Vacations. Read about their mistakes and successes and adapt what you can for your own Web site.

Our columnists explain what search engine marketing is and why it works. They look at natural versus paid search, site optimization, local search and spiders. They discuss how blogs and RSS feeds fit into the search mix. If none of this makes sense, you’d better start at the front of the book. If it’s old hat, you may want to glance through the first few pages and go to the intermediate or advanced sections.

Leapfrog Online’s Jason Wadler says that buying the No. 1 position may not always drive the most sales and that just because your competitor is buying a keyword, it doesn’t mean you should, too. Oneupweb looked at the Fortune 100’s Web sites and found that only 13 have well-optimized sites while most have no optimization at all. Many sites rely on pay-per-click advertising to increase visibility but they don’t spend anything on natural optimization.

JupiterResearch says paid search revenue will increase from $2.6 billion last year to $5.5 billion in 2009. That’s a lot of clicks in the years ahead. Do you know what to do?

Tad Clarke is editor in chief of DM News. His editorial appears Mondays on and in our e-mail newsletter. You can subscribe to our e-mail newsletters by visiting

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