Part II: Plan Your Search Marketing Program
Search marketing is unlike other marketing programs because it requires the support of many people within your organization. To gain their support, you need to develop a very clear program whose value can be explained to anyone. Part II is where you learn to do that.
First, in Chapter 4, “Unlock the Business Value of Search,” we identify your website’s underlying goals and how to measure that site’s success, whether it is an eCommerce site that directly drives revenue or it is designed to raise brand awareness or generate leads. We’ll also help you learn the basics of measuring your search program’s success.
Part II concludes with Chapter 5, “Create Your Search Marketing Program,” where you learn how ...
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