It's time for the old-timers of marketing to wake up and incorporate search engine marketing into their game plan. SEMPO, an organization geared to do just that, aims to arm companies and consultants worldwide with the material necessary to garner professional attention to search engine marketing.

For some, search engine marketing is a science. People who write about SEM frequently refer to the "Google Dance." At the best SEM companies, however, this dance is really much more like the exotic, Argentinean Tango.

In today's Search Insider, Berkowitz explains why search engine optimization is necessary.

CONVERSION-OBSESSED MARKETERS. THAT'S WHAT WE ARE. That's a good thing and a good focus, until it becomes a bad focus. And yes, it is possible to focus too much on converting keywords in paid search advertising and ignore the power of brand impressions created by keywords that don't convert.

What's the most overlooked secret to running an effective search engine marketing campaign? Web design.