In the next few months, I’ll be writing an article for a search engine marketing publication about “search engine marketing myths.” Believe me, there are dozens of them, but I’ll be limiting myself to no more than ten or so.

This topic got me to thinking about SEM facts – irrefutable truths that everyone in the industry accepts. Here’s my random list – please feel free to comment and add others to the list:

1. Google and Yahoo drive good traffic, anything else is bound to be risky;
2. Click fraud exists, especially on content distribution;
3. It’s easy to do SEM, it’s hard to do it well;
4. CPC prices will continue to increase;
5. To be successful, you can’t do SEO part-time;
6. Yahoo needs to get rid of the Direct Traffic Center;
7. MSN will be a player in SEM;
8. The line between web analytics and SEM is blurring rapidly;
9. It’s hard to tell the difference between SEM agencies these days;
10. If Local Search ever takes off, the Yellow Pages will be dead.

So, there’s my starter list. I’d love to grow this to 20 or more items. Please send me your suggestions!

1 Comment

  1. searchquant March 7th, 2006

    I don’t think #4 & #7 are necessarily true. CPC’s are down Q1 (vs Q4), and MSN has

Leave a Comment

David Rodnitzky
David Rodnitzky is founder and CEO of 3Q Digital (formerly PPC Associates), a position he has held since the Company's inception in 2008. Prior to 3Q Digital, he held senior marketing roles at several Internet companies, including (2000-2001), FindLaw (2001-2004), Adteractive (2004-2006), and Mercantila (2007-2008). David currently serves on advisory boards for several companies, including Marin Software, MediaBoost, Mediacause, and a stealth travel start-up. David is a regular speaker at major digital marketing conferences and has contributed to numerous influential publications, including Venture Capital Journal, CNN Radio, Newsweek, Advertising Age, and NPR's Marketplace. David has a B.A. with honors from the University of Chicago and a J.D. with honors from the University of Iowa. In his spare time, David enjoys salmon fishing, hiking, spending time with his family, and watching the Iowa Hawkeyes, not necessarily in that order.