Getting Value from Search Engine Marketing
Conclusion: Despite the recent hype over search engine marketing the basic elements remain simple. They are:
Ensure the listing of the website is clear, complete and comprehensive;
Review it in 6 months, just as all marketing channel investment is periodically reviewed;
Don’t spend more time and effort than is due to the task relative to the investment committed.
With these three guidelines the quality of the listing on search engines ought to be competitive