After working with search marketing for 8 years, I'm amazed at the number of otherwise intelligent marketers who enter their search campaigns without a clue of how to measure the success of the campaign. The entire motivation for looking at search optimization is because the CEO had a hissy fit because they didn't rank for a broad industry term that was, at best, only marginally relevant to their actual product and service offerings. They're pretty sure they want better rankings, but they really haven't given much thought as to why."
posted by Jen @ 9:06 AM
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