Marketing on Wikipedia. Search marketers tend to have a love-hate relationship with Wikipedia. Some complain about the lack of transparency in what gets approved and what doesn’t, while others resort to outright spamming. This publication has never advocated spamming and other blackhat tactics. Nonetheless, marketers have some legitimate reasons to want exposure on Wikipedia and in many cases they have quality content to contribute. So how do you make sure your content is not immediately removed by the Wikipedia editors? Well, for one, don’t spam and don’t create a page for your company name. This approach won’t get you far. Your best bet is to build a trusted account and spend some time adding genuinely useful content. Here is a nice little guide to get you started.
Dealing with the down economy. Many businesses, online and off, are struggling in this economic environment. An excellent article on how to turn this recession into a business opportunity by adding value was recently published on SEOBook.com.
Branding with paid search. Search engine marketing has traditionally been about clearly measurable results and instant conversions. That’s why there seems to be a good deal of resistance to using paid search, or even SEO, for branding purposes. This is a mistake since a number of studies have pointed out the brand value search engine listings offers. To build your own brand loyalty through paid search, take a look at this post on Search Engine Land.
Link building. In this economy it is important to extract the maximum value from your existing search marketing assets. SEO is a case in point. If you’ve spent months building up your backlinks, now is the time to do a quick audit to make sure you are getting the maximum value out of them. Is the message what you want it to be? Is the anchor text descriptive enough? Are those links pointing to well-optimized pages? Melanie Nathan has some tips on helping your optimize your backlinks.