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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Website, Third Edition by Bill Hunt, Mike Moran

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Chapter 5. Create Your Search Marketing Program

We’ve covered the basic of search marketing. You understand how it works, who’s doing it, and you understand its value. So, now it’s time to take action. Now, you need to complete the planning and get started, in three simple steps:

Define your search marketing strategy: Before going further, you have some critical decisions to make so that search marketing can succeed in your organization. Every company needs a different approach, so let’s discover yours.

Sell your search marketing proposal: Once you know what will work, you need to sell everyone else. You’ll obviously need approval from executives in your company, but you’ll need to persuade your colleagues, too.

Set up your search marketing ...

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