Relevancy rules
Tap the wisdom of crowds
Keep it simple, stupid
Mindset matters
Be where your audience is
Don't interrupt
Act like content
Test everything
Track everything
Let the data decide
Brands can be answers
Your unique selling proposition is critical
Your competition is broader than you think
You can learn a lot from a query
Sex sells
Altruism sells
Show off your assets
The more shelf space, the better
Make your company a great story
Don't rely on search engine marketing alone
Future-proofing.