• ClickZ, Wednesday, November 12, 2008 1:30 PM

Don't rely on existing target keyword demand. Create your own. Sound advice from Erik Daffron, who believes building the hill, rather than climbing it, returns better results (his analogy, not mine). If you're a brand, become the "helpful" reliable and authoritative voice of online communities and forums. Consumers will reference your products because you have the knowledge to answer specific technical questions.

Daffron also suggests tying your SEM efforts to television and outdoor advertising. He provides an example of a successful campaign, but concludes before "you spawn massive amounts of search demand for new query phrases," prepare for the increased traffic. Make sure the message is consistent, because when consumers start looking for your products, it's best not to confuse them with multiple meanings and ideas. Consistency will keep them coming back.

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