Three things happened at this week’s Search Engine Strategies show in Chicago that make me think that search is becoming mainstream. First, one of the keynotes called attendees “traditional search marketers”. How exciting to have the descriptor “traditional” next to a job that’s only a dozen years old. Second, one of the keynotes was Professor Emeritus Don Shultz from Northwestern University giving direction for search marketers to become integrated into the traditional marketing mix. Third, companies are creating their own internal search marketing departments. So what does this mean for you as a business owner? Search is becoming a more organized, respected discipline. This means there are higher standards within the industry holding search marketers accountable for the results they provide their customers. It also means that more education is available for clients. One of the biggest complaints of clients new to search marketing is that it is an almost mysterious discipline and companies are writing big checks to almost unknown entities for a marketing medium they don’t understand. Make sure that the search marketing agencies you engage have shown results and referrals for their customers. Educate yourself. Sign up for search marketing newsletters through ClickZ, Bruce Clay or attend a local search marketing organization meeting (in Oregon, that’s SEMPDX) so that you’re asking the right questions when you’re ready to hire a search marketing agency. Lastly, include your search marketing agency into your traditional marketing planning. A great deal of synergy exists when all marketing departments work together to optimize efforts. As search becomes mainstream, prepare to reap the benefits of search maturing and, as importantly for your business, expect the same level of accountability from your search marketing efforts as you do from your traditional marketing efforts.