The Association for Interactive Marketing (AIM), a subsidiary of the Direct Marketing Association, has released a series of technical guidelines for marketers seeking to take advantage of search engines to draw attention to their Web pages. The document is a companion piece to “Search Marketing Demystified: A Marketer’s Ultimate How-to Handbook for Prime Positions and Conversion,” which was published last year.
The new guidelines include tips on:
*Designing Web sites to enhance positioning on search engines such as cutting down the use of frames.
*Increasing the odds that Web pages aren’t missed by search engine “spiders,” or automated functions that bring pages to search engine’s attention.
*Correcting flaws that would damp a site’s chances to be appropriately listed within search engines.
*Avoiding practices that are viewed as search-engine “spam,” such as hiding a series of popular
