Creating and building effective Search Engine marketing campaigns is like trying to nail jello to wall for many companies! As it typically involves deploying very specialized processes and melding them with technology. Here is some insight gained from years of experience providing these services to our own clients.
1)SE marketing works and drives low cost ROI - over 85% of most surfers utilize Search Engines to find goods and services.
2)Its a zero sum game if you use any of "we submit to thousands" of search engines service companies, as these submissions do absolutely nothing to drive viable rankings. If you aren't achieving listings in top 20-30 listings then you're wasting your marketing dollars!
3)Remember old Hill St. Blues maxim "be careful out there"? This advice fits well in SE marketing world - its digital warfare out there for rankings. Significant resources are starting to flow into this market as well, raising bar and making it fiercely competitive.
4)Stringent keyword analysis for HTML text is underlying foundation of a successful Search Engine Ranking campaign – it's analogous to importance of ad copy for a conventional print campaign. Most good SE firms use a commercial database service which enables them to carefully analyze relative popularity of keywords and then build a submissions and optimization process around selected keywords.
5)The actual Title for your pages will also have a significant impact on whether or not a campaign works. It needs to be right length, typically 6-8 words, have no hyperbole, and pique a searcher's curiosity.