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

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Chapter 8 Define Your Search Marketing Strategy

Strategy. Do you get a bit suspicious just hearing the word? “Strategy” discussions sometimes seem disconnected from reality—the kind of “where the rubber meets the sky” conversations that are funny in a Dilbert cartoon. But when you hear some consultant show a bunch of pretty charts with no semblance of understanding your business, or the risks being run, or the effort required, it's not funny anymore—it's scary.

When done properly, strategy is critically important before you undertake any task. We try to avoid the pixie dust and give you a set of practical tasks to shape your search marketing program and carry it out. The major strategic steps to develop your search marketing program are covered ...

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