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:

• [Company Name] Distinguished as 'Largest SEM Agency' in JupiterResearch Search Engine Marketing Agency Constellation

• JupiterResearch Report Ranks [Company Name] Highest in Overall Business Value in Search Engine Optimization for Second Time

• Jupiter Research Constellation Report Validates [Company Name]’s Leadership Position in the Search Marketing Industry

• [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.