While there was a time when Google was about the only search engine worth worrying about, the last few years have seen plenty of diversification in search share and search marketing options. Companies that don't take the time to cast their net wide risk overlooking potential customers and giving up valuable online real estate to competitors that actually get it.

Search engine marketing campaigns need to be focused on Google, Yahoo!, MSN and even some of the smaller engines like Ask Jeeves. At the same time, paid search campaigns can no longer be limited to Yahoo! (Overture) and Google AdWords. Ask Jeeves and MSN will soon become integral parts of any online marketing effort along with some of the smaller paid search engines like Miva and Enhance.

While Google covers more than 40% of the Web, marketers that put all their eggs in that one basket are missing more than half of their potential customers. Additionally, while pay-per-click ads can be a great way to drive traffic and sales, such a large number of Internet users ignore them that without a solid organic optimization strategy, you're missing the boat.

Learn more in today's featured article: "Balancing SEM for Success" by Paul Bruemmer)