May 28, 2004      (Continued)

If you don't believe me on this, try typing some well-known trademarks or brand names in Google or Yahoo and notice the large amount of them that don't even appear on the first results pages, in the generic (or organic) listings.

Domain names
Sadly, it may not always be possible to register a Web domain name (URL) that matches your company name, trademark, service mark or brand name. To protect your own brand, you should register all domain name extensions. For example, you should register the .com, .net, .org, .biz, etc. extensions and have them all point to your website, using a 301 re-direct command. Many large chemical companies usually register their domain names as soon as a new chemical product or trademark is about to be marketed.

Additionally, if they have two or three sub-products they are manufacturing, and all those sub-products will carry different brand names, they will also register all of those domain names too.

Conclusion
Choosing the right keywords in search engine marketing isn't difficult and can be done rather quickly once you understand the basics. What's more, carefully selecting the right keywords that real people type in search engines will significantly increase your ROI. Gain valuable market share at the expense of your competition by implementing the right keyword strategy in your SEM.

If you follow the advice offered in this article, you should be well on your way of achieving these goals. Delivering on these goals will significantly boost your sales and help increase your overall ROI. Isn't this what search engine marketing is all about?

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Reference:
"Search Engine Advertising" by Catherine Seda.
347 pages. New Riders Publishing. Indianapolis, IN. 46240.

Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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