Search engines are the new Yellow Pages, as more and more people go online to seek out products and/or services. PR execs can take advantage of the trend, e.g., increasing
brand visibility, through enhancing their search engine optimization; that means when anyone "Googles" your company the name will come up in the first few hits. Otherwise, it's a
lost cause because few people go behind one Web page. Search engines are constantly refining their ranking methodologies, but there are some basic rules to follow for better
search engine placement:
- Keywords
- Meta Data
- On Page Copy
- Content
- Links
- Site Maps
- Link Smart
- JavaScript Links
- Submissions
- Progress & Patience
Source: Lee Odden, president, TopRank Online Marketing