by Scott Buresh The powerful capabilities of organic search engine optimization (SEO) are now a highly sought after marketing tool by many companies that want to alert customers to their products or services by focusing on certain keyphrases that highlight these offerings. And though SEO has embarked on a meteoric rise in the past few years, other non-traditional forms of marketing are now gaining a great deal of well-deserved credibility as well. More and more marketers are using paid ads to hone in on a potentially profitable client base, while other more traditional channels, such as PR and print ads, appear to be becoming somewhat less effective. In a recent study (1), Forrester Research found that interactive marketing spending will reach nearly $55 billion by 2014, representing 21% of all marketing spend. And the fact of the matter is that marketers are continuing to place more stock in newer forms of marketing and social media, leaving many higher-ups to wonder if it is time for them to include these channels in their own marketing mixes. And with the help of your search engine optimization company, it’s possible to achieve outstanding rankings and results! What follows are some common considerations that should be analyzed prior to the launch of an SEO campaign so that you will know what you are getting into, what you will need from your own team and your prospective search engine optimization company, and how to most effectively pursue this particular form of marketing

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Adding Search to Your Marketing Mix

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