1. Understand the Nature of Search: When we search for something, we are driven by curiosity. When we look further, we are influenced by new information that changes our thoughts in a way that either gets us closer to our objective or on a different path leading to a different result. The key is to keep searchers on the path that you want them to take from query to destination, instead of your competition?s.

2. Know Your ?Elevator Pitch?: Don?t be the marketer with the fuzzy value proposition, paragraphs of information on your landing pages, and disparate, confusing messages across various channels. In a 10- to 20-second statement, what do you provide, and why is it valuable? Make sure your landing pages clearly express these powerful, simple points.

3. Create Buzz, Don?t Wait For It: Search volume is driven by awareness and curiosity created in the real world. If there?s no buzz happening, get some going. Communicate with like-minded communities of interest, whether they exist in the form of relevant blogs, social network subgroups, electronic lists or bulletin boards. Give people a reason to ?spread the word? about what you?re doing. These strategies can also support increased links to your website, which can help organic search results.

Get the full story at the Yahoo! Search Marketing blog