12 Tips for Winning at Search Engine Marketing

If your brand name is unique and you hold the trademark for it, send a legal notice to the search engines telling them not to sell to other firms any paid advertising on your trademark.

Once your competitors stop advertising your brand name, you can stop paying for it. The savings can be considerable, and you should gain the highest positions on the page naturally. You already paid dearly for this traffic — searches on your brand name are the result of your catalog mailings and ads. Don’t pay for these eyeballs twice.