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Article: Search engine strategies; Maximizing your position on search engines is key to connecting with potential customers. Here are ways to make sure you get noticed more while spending less.(Statistical Data Included)
- Article from:
- BtoB
- Article date:
- March 11, 2002
- Author:
CopyrightCOPYRIGHT 2002 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Two years ago, Katherine Lo, an office manager who also handles sales and marketing, didn't think her company needed the Web, much less a way to be found on it.
Germfree Laboratories, a Miami-based manufacturer of biological safety equipment, sold its products directly to hospitals, pharmacies, universities and the government. Business customers, Lo thought, wouldn't use the Web to find clean room equipment and hoods with HEPA filters. So up until last year, the company used trade magazines as a way to reach potential customers.
``We relied on ads for exposure, but we weren't getting as much as we liked,'' Lo said. ``We realized that people were ...