More Visibility, a two time INC. 500 Company (and the only firm in their industry to have received such an honor), often releases free reports and whitepapers to their targeted audience and subscribers (distributed through various channels).

The one I was reading today was a little remedial, but a good primer for new website owners or netpreneurs who haven’t yet considered that there is more to the traffic equation than buying links from other websites.

“Marketing Strategies Beyond Traditional Search” is a tidy 13 page PDF file that discusses contextual advertising, local search, vertical search, affiliate marketing, display advertising, broadband advertising, rich media, and more. If you’ve been marketing online for any amount of time you will not learn anything new from this report, but it might be worth your while to read some of their other free white papers.

The kicker is in the conclusion of “…Beyond Traditional Search,” copied partially below. Remember this is a search engine optimization company (companies whose income depended solely on their ability to achieve top search engine positions for their clients) writing this.

“In order to have an effective online marketing mix, a marketer must first realize the importance of testing different channels. Sponsored listings on Google, Yahoo, and MSN are a great way to start, but don’t have to be the only options. Marketers should take the time to learn who their targets are. What are their activities online? What…”

“Every website is different and so is every visitor. In order to effectively market a product or service online, a prospect has to be interested or engaged…”

Such is the evolution of SEO companies.

If the ‘on the pulse’ SEO and SEM (search engine optimization and search engine marketing) experts know that marketing online doesn’t end with Google, (in fact your market might not even start there), isn’t it time you, too, began investigating your target market’s activities and alternatives to website traffic?

Until next time,

Laura Childs