5. Extract quotes for marketing materials: Always look for sentences in your clips that you can include as third-party endorsements in your brochures, ads and sales literature.

6. Link your Web site to your best clips: Make it easy for a browser to find your clips. Create a “press room” that will connect directly to online versions of articles about your company.

7. Go for both quality and quantity: Both count when it comes to clips. One story in Wall Street Journal is impressive. But so are a hundred clips from well-regarded trade publications. So when you organize your clips, be sure to highlight your most impressive hits, but go for heft as well.

Remember: The odds of any one prospect reading any particular story about you or your company are very low. Hedge your bets by putting copies of your best clips right in front of your prospects.

Copyright 2003 by W.O. Cawley Jr.

GoodKeywords from http://www.softnik.com/ is a great tool that allows you to quickly and easily find out how many searches are done on any keywords you like (including mis-spellings). It's free, and an invaluable resource! Lastly on search engines, is importance of smaller search engines. There are many benefits to smaller search engines, but most significant are that you get indexed more quickly, have fewer competitors, and can generate a solid amount of traffic for you. The huge engines (google, lycos, inktomi) and indices (yahoo, DMOZ) can take weeks to add your site, if ever, and always put your site against 1000's of others. While there is no guarantee that you will be included in a smaller search engine, you will be 'spidered' much more quickly. And while they may not have millions of searches a day, there is no difference between 1000 visitors coming from 1 source (say google) and 1000 visitors coming from 5 sources (200 from each of several smaller engines). An additional benefit of smaller search engines is that some (not all) have agreements with main engines so that their content is spidered by main engines - in essence giving webmaster a 'backdoor' into main engines. I hope that this gives you a bit of direction and hope as far as search engines are concerned. As I mentioned earlier, based on my own experience using information, I highly recommend Stephan Peirce's book on traffic generation. He WILL make a difference in your website's success.

Look for remaining 3 parts in this series on Multiple Streams of Traffic over next few days.