The Marketleap Report
Volume III, Issue #8, September 15, 2003

Trust, Search, Succeed
Marketleap's Mantra for Search Engine Marketing
by Keith Boswell and Noel McMichael

The emergence of search engines as the most innovative model to match people with products, services and information, heralds an evolution of the idea that dynamic business webs will gather spontaneously on the Internet. The search engines help guide consumer choices, as Internet users turn to them to light their darkened way.

Marketleap has adopted a new motto that embodies the spirit of our approach to search engine marketing - Trust, Search, Succeed. Trust because we believe search engines and marketers must work together to provide relevant content to searchers and earn their trust. Search because of the sheer power of the medium. Succeed because Trusted Search is the most friction-free, cost-effective lead generation model ever. Period.

As a consumer, you're inclined to trust a search engine. It didn't ask you for anything; instead you approached it and told it exactly what you were looking for. But trust is a two-sided road with a search engine, just as it is with any product or brand.

Banners, spam, direct mail or a TV commercial that blasts the volume up is not what Search is about. A search engine isn't going to call you at seven o'clock, right as you sit down to dinner. Search is the first consumer model that is leveraged at the pleasure and leisure of the user.

A few marketers look at search engines and salivate, thinking of the ways they can game the system to drive as much traffic to as little real content as possible, in the fastest time possible. Luckily, more marketers are beginning to understand the idea of relevancy and long-term benefits of what good online communities need - depth of choice, organization and proper identification.

If you're a marketer working to pollute the search engines for short-term gain, you're disrupting the general trust. The model breaks down if people don't believe the search engine results are relevant. There must be a deep sense of trust between businesses, search engines and consumers meeting in these dynamic business webs.

As an online necessity for Internet users, Search is growing second only to email. Search's coming of age as a force in marketing is growing even faster. People trust Search because they believe companies like Yahoo, Google, Inktomi, FAST, and MSN are capable of organizing the ever growing Web.

Understanding the language and desires of people searching is the path to search engine marketing success. Companies keeping track of their keyword searches are learning more about the language of their online markets. Business online is about consumers and businesses meeting up in a mutually agreed upon format. That's what makes Search so powerful.

A search engine marketer's job is to defend and improve the concept of Search, if we don't, we shouldn't be surprised if Internet users begin to seek other methods of navigating the Web. It falls on our shoulders as search engine marketers to share our expertise with clients looking for honest, long-term results from their online businesses.

We have to reinforce a sense of trust by following best practices, sharing knowledge and educating at every step. Marketleap's new mantra encapsulates the core message that we believe businesses should share with each other - Trust, Search, Succeed.

Marketleap is a founding member of SEMPO (Search Engine Marketing Professionals Organization). We encourage you to learn more and join us. Read more.

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