Dana Gardner’s post, Search marketing may be the most promising new media channel yet, on ZDNet is Dead On. Search marketing is the most promising new media channel for communications today.

Ifyou read into Dana’s content distribution methodology provided on theInterarbor Solutions site, you will discover that Dana has broken out of the typical analyst role of offline publishing and third-party endorsements through traditional media to a highly developed online content distribution network strategy delivering high search visibility for subject matter keyword terms.

After reviewing Dana’s approach, all we can say is this is brilliant and represents a new trend in analyst services.

Here’s Dana’s position from his post:

I think this is the most powerful new rationale for making online publishing a core competency for any company, organization, or community. As search becomes, in effect, the new media — constant online publishing of high-quality content is the most cost-effective means to reach and educate your most important global audience … directly.

Search Engines are Media, and Markets are Conversations. I can’t pass up saying that again. Our Fire Your PR Firm? paper addresses the current lack of knowledge and skill sets within PR firms to understand and execute on the strategy and opportunities Dana offers.

As search marketing, specifically paid search eats into traditional advertising budgets, a lot paid search specific firms are being gobbled up by larger ad and PR conglomerates. This is great for small search agencies, but the tidal wave will hit when agencies go beyond paid methodologies and integrate paid search with online search visibility programs, RSS content distribution and social media. The result of such a program is a long-term visibility and competition dominance strategy that blows a straight paid search strategy out of the water.

Also, congrats to Dana on his new blog duties at SmartMarkerts.com. We look forward to continued insights from a true innovator.

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