Increased competition requires full time strategy development

HOUSTON, August 12, 2004 -- Schipul – The Web Marketing Company has promoted Lauren Hall to Director of Search Engine Marketing. Hall is responsible for overseeing all search engine marketing strategy (SEM) development and placements in the major search engines for Schipul and the company’s clients.

In its sixth year, Schipul – The Web Marketing Company combines SEM, direct marketing fundamentals and relationship marketing software to deliver the optimal plan that contributes to a client’s success online.

Schipul's SEM is focused on aligning an organization’s Web site and advertising investment with the way prospects use the Web to gather information and make buying decisions. The process depends primarily on two types of search engine rankings:

“Non-sponsored” listings, determined by a search engine’s own algorithms, and “sponsored” listings, which are determined by how much someone is willing to bid per keyword for a particular ranking.

“For a Web site to remain competitive online, those searching for specific products or services must easily be able to locate a site in the major search engines, such as Google, Yahoo! and MSN,” Hall said. “If utilized properly and ethically, search engine marketing can help clients realize the Web’s full business-building potential.”

Hall graduated from Texas A&M University in 2001 with an MIS degree. Prior to joining Schipul, Hall served in Houston as web development programmer for Satterfield & Pontikes Construction, Inc. and as merger and acquisition research specialist for VerticalNet, Inc.

“Many advertising agencies have been slow to recognize that search engines deserve the same consideration that is afforded traditional broadcast and print media,” said Ed Schipul, founder and CEO of Schipul – The Web Marketing Company. “A good argument can be made that search engines deserve greater consideration for advertising dollars because they reach people who actually want the information.”

About Schipul -The Web Marketing Company
Schipul – The Web Marketing Company developed and builds on the Tendenci™ relationship marketing application software. Schipul is based in Houston, and provides marketing services on the Internet to a variety of service industries in local, national and international markets. Schipul’s clients include the World Health Organization, Clear Channel Exhibits, The Children’s Fund, Wolff Companies and Dan Keeney Public Relations. For a photo of Hall, please contact her at 281-497-6567 Ext. 510 or Additional information about Schipul is available at schipul

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