- Mashable, Thursday, June 30, 2011 3:25 PM
Calling paid search and search engine optimization (SEO) "two sides of the same coin," Matt Lawson describes how to "unify" a search strategy. He serves up three practical steps that marketers can
take to begin the integration. The processes include identifying overlap; measuring paid-click percentages; and refining, reviewing and repeating. Since the Web changes quickly, marketers should
continually monitor campaigns.
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