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My Appreciation for Search Engine Marketing

E-Commerce Times reports that as the utilization of search marketing grows, the perspective from which you view its impact on your organization must also grow. Search engine marketing can no longer be viewed in a silo where its only measure of success is direct response metrics.

Whether you like it or not, you must realize that search engine marketing is a very important component to your branding strategy. Where you are in the natural selection of the search engine results and what the results say about your brand are powerful influences on how the public sees your company and brand.

We are in an era of online reputation management. A treacherous sea of corporate and consumer generated media where the dynamics of how well your brand fares in the search engine environment can change in a moment's notice. A single post to a blog can launch an online reputation management tsunami, and if you are not prepared to deal with such events, then your brand can quickly drown.

In the professional services realm, the brand extends beyond the company to the individual contributors -- especially the principal consultant of the firm. I've always appreciated the value of this type of exposure. I decided long ago that I should be associated with the keywords technology sales and marketing. Along with my growing respect for the emerging art and science of Search Engine Optimization (SEO), I periodically track this relevant Google Search, and monitor the results.

Clearly it's a labor of love, to be ranked consistently within the top five -- out of 200+ million related web pages. However, there's really no magic recipe for SEO success, since it's all about creating substantive on-topic content.

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