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How many AAA companies do you know of? AAA insurance did it most notably with insurance. Insurance is competitive. You need any angle you can get. I think the roots of search optimization can be traced to this. This is the mindset. This is the school of thought in action. Gaining an advantage in the alpha-sort (thanks to Michael for the the techie-marketing terminology) is one of a handful of ways that you can increase your advantage in the world of optimization. This is beyond SEO – this is a marquee example of the school of thought that sets good SEO’s above those who still work on meta tags and creating reciprocal links. This is the school of thought that gives creative thinkers an advantage in any marketplace that they dive into. If you can’t figure out what I’m talking about – keep writing those title tags and meta descriptions. If you can, keep it at the forefront of your thought process when implementing creative campaigns – just be sure to spread a little link love if you engage in a little "yellow page optimization". Despite the simplistic nature – it so often gets overlooked. Keep your eyes peeled. Opportunities abound (and that doesn’t mean you need to post ‘em to the world the second you find them either:) **Despite the fact that I like this simple technique – it might also be a good label for the really BASIC optimization that most folks think of when they hear SEO (metas, titles, kw copy, etc.) – It could also be the type of people you’d FIND if you looked in the yellow pages under “search engine optimization” (yellow page optimizers). Hopefully it’ll take on a bit of a double meaning for people that “get it” – kinda like “Forget about it!”