In this chapter, David covers the basics of search engine marketing without getting into the technical details. He makes the great point that if you follow the New Rules, you will already be practicing search engine marketing.  It really is all about the content.  (Some of you may scoff that inbound links are most important, but I contend that great content is what draws inbound links.)

David covers a few tips on SEM but I want to highlight his tips on landing pages:

• Make the landing page copy short and the graphics simple.
• Create the page with your company’s look, feel, and tone.
• Write from the prospect’s point of view.
• A landing page is communications, not advertising.
• Provide a quote from a happy customer.
• Make the landing page a self-contained unit.
• Make the call to action clear and easy to respond to.
• Use multiple calls to action.
• Only ask for necessary information.
• Don’t forget to follow up!

Landing pages are critical to direct buyers to your content.  Well optimized landing pages can rank highly in organic search and produce high conversion rates.

That pretty much wraps it all up.  Now that we have completed The New Rules of Marketing and PR, the title of the final chapter sums it up nicely, “Make it Happen.”  David, himself, admits that he has not put into practice every idea presented in this book.  The point is to find what works best for you and your organization, put it into action and start reaping the benefits.  Best of luck!