But it sure helps differentiate oneself. Having recently tasked myself with mapping the very uniform search engine marketing agency landscape, I have come to realize that marketing firms are the least likely to know what makes them green....


Take a look at these recent press releases:
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[Company Name] Distinguished as 'Largest SEM Agency' in JupiterResearch Search Engine Marketing Agency Constellation
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JupiterResearch Report Ranks [Company Name] Highest in Overall Business Value in Search Engine Optimization for Second Time
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Jupiter Research Constellation Report Validates [Company Name]'s Leadership Position in the Search Marketing Industry
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[Company Name] Earns a Top 3 Spot in Both SEO and Paid Search in Leading Analyst Firm's Search Engine Marketing Agency Constellation Report
I laughed out loud when I saw how many firms scoured the report for a positive statement and quickly spun it into a press release. The poor journalist is beside himself. With so many claims to fame, none of the statements merits a headline. Interestingly, the above are all solid firms. They do not lack for clients, employees services or technology. They simply need to look within to determine what makes them green.

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ABOUT THE AUTHOR

www.saraholoubek.com
Sara Holoubek is a free agent consultant, advising growth firms and investors in the interactive technology and advertising sector. Ms. Holoubek is also the contributing editor of the DM News' SearchBuzz newsletter, and a regular author of the DM News Optimized column.

In 2008 Ms. Holoubek was elected to the Search Engine Marketing Professionals Organization (SEMPO) board of directors for a third term. During this time she also co-founded the SEMPO NY Working Group.

From 2003-2005, Ms. Holoubek served as iCrossing's Chief Strategy Officer, building the firm's New York office and repositioning the iCrossing brand as it raised an early VC round of $13 million. Prior to this experience, Ms. Holoubek held posts in client strategy with interactive agencies Organic and Blue Dingo. Her vertical expertise covers over 10 sectors and includes work with Levi Strauss & Co, Bloomingdales, LexisNexis, Texas Instruments, Colgate-Palmolive, Century 21 Real Estate, Martha Stewart Omnimedia, as well as firms within the WPP family and the Aegis Group family.

Ms. Holoubek has contributed to and/or been quoted in publications such as Adweek, DM News, Mediapost's Search Insider, WSJ.com, The Madison Avenue Journal, ClickZ and Internet Retailer. She also serves as a frequent guest lecturer at venues such as SMX, Search Engine Strategies, OMMA, the DMA, Harvard, NYU and Baruch College.

Ms. Holoubek also brings an international perspective to her work, having lived and worked in Latin America and Europe , and is fluent in Spanish and French and conversant in Portuguese. She holds a B.A. from the University of Iowa and an M.B.A. from HEC in France. She resides in New York City with her husband, baritone Claudio Mascarenhas.