With search marketing gobbling almost half of all online marketing dollars, it is imperative for all entrepreneurs and or C-Suite management to be fluent in search. This fast-paced session is designed to give you a jump start. It will rip through the alphabet soup of search — the PPC, SEO, SEM, CMS acronyms — to delve into why and how you can manage search strategically, how to align search to meet strategic organizational/marketing goals, budget for this effort, find the KPIs that fit your organization and break down the barriers to success in the organization. Whether you choose to attend the other strategic sessions in this track or this week’s optimization and best practices sessions, this is a must-attend session that will provide a framework for getting the most out of this conference.
