Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Website, Third Edition

Chapter 10. Make Search Marketing Operational

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. Happily, for those who like ongoing maintenance work, 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.

Over the years, search marketing has become increasingly complex, requiring integration with many other parts of your organization. For larger companies, this might be the most important chapter in the book, helping you to scale your efforts and keep them running smoothly and efficiently.

So, if process ...