Prioritizing In-House SEM Campaigns

Search Engine Land, Thursday, March 19, 2009 5 PM
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You've decided to bring search marketing in-house, but how do you manage staffing, budgeting, content planning, infrastructure management and all the required nuances for success? Since priorities differ for organic SEO campaigns and paid search advertising, Duane Forrester steps through the basics for both.

Forrester, a Microsoft exec, believes SEO campaigns typically need more careful planning because they call for participation from many areas throughout the company, from developers and programmers, to content creators and editors. Unlike SEO campaigns, setting priorities for paid search campaigns is a little more straightforward: define the goals and track the results.

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