Cam Balzer

One of the keys to successful search engine marketing is owning as much real estate on the search page as you can. Be sure you're taking advantage of both paid and organic search, as well as getting yourself listed on shopping feeds like Buy.com, Froogle.com and CatalogCity.com. The more often your company name shows up, the more likely a potential customer will find you. —Cam Balzer, director of search strategy, Performics

Before launching a paid search campaign, find out who your competitors are by searching using obvious keywords. Building a matrix of keywords and the companies who use them can help determine how to take advantage of inefficiencies in your competitor's marketing strategy. —Cam Balzer, director of search strategy, Performics

When engaging in search engine optimization, don't forget to use targeted keywords in links and URLs. Search engine spiders track these keywords just as well as those in content pages on your Web site. —Cam Balzer, director of search strategy, Performics