5 Tips for Search-Engine Marketing Success

Search-engine optimization is nothing more than modifying Web page content and code to get free, organic lists in the search engines for targeted search terms. But as online strategist Liz Murphy, partner at Red Boots Consulting, explains, effective search-engine marketing also employs pay-per-click advertising (buying relevant search terms from the search engines at a per-click cost) and search-engine PR (getting your Web content and press releases top visibility in search engines, news sites and search-engine news pages).