Special Report: Search Engine Marketing

4. Partner with content aggregators. Newark InOne’s SEM activities aren’t solely focused on Yahoo! or Google. The cataloger also uses content aggregators, such as OEMsTrade.com and PartMiner.com, that serve its industry. Newark InOne gets its catalog displayed on these sites for free. “These sites send real-time queries into our database for manufacturer part matches and delivers them back on our site,” Yantis recounts. “Unlike Google and Yahoo! — which once or twice a week index our site, collect data on it and build it into their indexes — these aggregators look at our site in real time, giving our customers part numbers, product descriptions, inventory availability, and pricing.”