[Sigia-l] Search engine marketing

[Smith, Denise (Hewitt)]

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-----Original Message-----
From: Stephanie Heacox [mailto:s.heacox at verizon.net]


So, two questions:  (1)  Do you provide this service as part of your own IA
practice (and how manageable do you find that) or (2) can you give me any
recommendations (based on actual experience) for specialized search engine
marketing services.  Perhaps also (3) Do you think the concept even works as
a service, or is the only way to get decent placement to pay the search
engine provider?
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We'll discuss it with clients, but my general contention is that the more
you try and manipulate the results, the more you are going to end up with
search engines refining their criteria... definately a moving target.

My recommendation, always is that they have GOOD content on their sites. It
constantly amazes me that companies are willing to fork over tens of
thousands of dollars for a new "look" but won't spend a penny on revising
and updating their content to be more current and market-focused. Its like
pouring dirty water into a clean glass.