Search marketing adds viral value in tight times
October 5th, 2008

Next week the SMX Search Marketing Expo East will be held at Javits Center in New York City. The event unexpectedly finds itself with the nation and world in a climate of economic crisis. Perhaps this will be a setting for some awakening to the often spectacular economic value to marketing in the connected online environment. Strongly to this point, of the seven “search topics” stated on the SMX homepage, only the first one requires the cash outlays usual in 20th century advertising: paid, organic, link building, local, mobile, social, analytics.

The other six principles create value that far outweighs any cost to optimizing search marketing (SEM). Why? Well, it’s the smartmobby principles of networks. Tom Hayes puts it this way in his listing of principles of networks (page 31) of his book Jump Point:

Principle 4. The more connected a node is, the more valuable it is.
Principle 5. Information in a network moves like a virus, from node to node.

In the new economic times it is very useful to know that the stock market and credit crunches to not affect how connected a node is nor how its information moves virally among the nodes. What does affect those things — and what captures and multiplies their value — is how much an enterprise knows about search engine optimization (SEO).

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