Wednesday, November 12, 2008

Get found when you're down

Just yesterday, the stock market dipped again. You don't need me to tell you this. Even so, I just did. But I want to get it out there that I know you don't need me to.

It's interesting. Given the plunges of Biblical proportions that occurred last month, yesterday's drop didn't seem that bad. Nevertheless, people are hurting, wondering where the economy might be headed, hoping that the destination isn't what it seems.

But here's why I'm telling you all this:

We who operate under the broad umbrella of search engine marketing can take solace. New research strongly suggests that SEM might be the sweet spot poised to weather the gathering economic storm largely unscathed.

Amid adverse economic conditions, SEM is gaining in popularity among businesses seeking an online marketing method that yields "measurable returns," reports Zero Strategy, which cites an ongoing study into the matter by Sempo UK. Natural listings receive the majority of clicks in the search ecosystem, with more than 80 percent of all activity occurring in the natural search space, according to Conductor, Inc., whose recently announced research into Fortune 500 firms revealed that less than 30 percent register any presence in natural search.

In other words, we're in that sweet spot I just mentioned. Companies of all kinds want to try SEM as a marketing tactic at a time when their accountants are scruitinizing the books. This is good news. It means they think their accountants will like the idea. And, with all those large companies failing to take full advantage of natural search, the opportunity is there for smaller players to absorb the real estate for themselves, under the radar.

Plenty of aspiring thought leaders can use natural search to their advantage, as well. A colleague of mine, Susan Friedmann, does so herself. She also hosts her own online radio show. Called "Riches in Niches Radio." Susan's show airs every other Tuesday, at 8pm EST, on Just recently, her guest discussed how she harnessed the power of natural search to catapult her own business into the limelight. You may listen to the recording simply clicking on part one and part two, both archived mp3 files.

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