Chapter 15. Make Search Marketing Operational

If you're the kind of person who cleans your house once a year whether it needs it or not, this chapter might be a challenge for you. Some people are very good at starting something new—including starting a search marketing program—but tire quickly of the day-to-day work that turns a good start into a long-term success. Unfortunately, search marketing is not a one-time event; it is a new way to work. Making your search marketing program a smooth, ongoing operation is the only way you will succeed.

So, if process diagrams make you glaze over, and you do not have the patience to go over the numbers one more time to figure out what is going wrong, make sure you add people to your central search team who ...

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