• Search Engine Land, Thursday, December 18, 2008 1:30 PM

Online search marketing can play a powerful role in reinforcing your brand, according to Christopher Wallace. He reminds us that if potential customers can't find you, they'll surely find your competitors. And when they do, chances are they will think your competitors are more competent because they were found -- and not you.

Wallace offers tips on paid and organic search strategies. He also believes it's important to join the conversation on social media to drive relevant traffic to your site and manage the perception of your brand. It's no secret you are your best advocate. "Think of it as the PR of organic search," he writes. "Ultimately selling the value of your site to those who would be interested in your content will help strengthen your brand."

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