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Search executives to publishers: Do-it-yourself doesn’t cut it

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New York—Farming out search engine optimization and paid search management to specialty firms is often the most effective way to go, according to panelists who spoke at American Business Media’s It’s All About Search conference Wednesday.

“A lot of people say, ‘We can do this internally,’ ” said Chris Hulse, VP-business development at business.com, adding marketers and publishers would benefit from investing in outside expertise. “This is one of those things where you wouldn’t defend yourself in court.”

Hulse advocates using an SEO/SEM agency to maximize search investment. “We’re far enough along where, if the guy who is fixing your computer is also doing your SEO and SEM, it’s time to shop for a specialist,” he said.

Panelist Andrew Pancer, chief operating officer at About.com, said optimization needs to be consistently maintained and requires significant resources to be effective. “From a publisher perspective, SEO needs to be something you focus on every day.”

—Carol Krol

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