Search marketing 'cannot exist in a vacuum'

7th February 2008

Customer engagement is an important aspect of search marketing, a Search Engine Watch blogger has claimed.

Eric Enge, president of Boston firm Stone Temple Consulting, explained that reputation management is important because blogs and forums in which customers discuss a firm will show up in search results.

"Search marketing no longer can operate in a vacuum," he stated. "It's just a part, although a major part, of the bigger marketing picture."

Mr Enge recommended that companies try and incorporate quality and positive user generated content into a website by including links or product reviews for example.

"Reach out to your customers in ways that fit your target audience," he advised, explaining that to seek out younger audiences, social media sites are an effective tool.

Fellow Search Engine Watch blogger William Leake, chief executive of Apogee Search, has claimed that search engine optimisation can counteract negative press.

Mr Leake said that by generating new and positive content around a company's keywords, these results are likely to appear higher than bad press.