• by May 19, 2008

The Search Insider Summit is officially under way!  The Strategy of Search panel has done a terrific job of clarifying strategies versus tactics, which are too often confused.  The example Gerry Bavaro, VP of Client Services at Did-It, gave was:

Objective:  Double Volume

Strategy: Increase Conversion Rate

Tactic: Landing Page Testing

More importantly, the panel covered communicating search strategy with CEO's.  The question was asked, "Does your search strategy come down from the CEO or get pushed up to the CEO?"  The right answer is the objective comes down from the CEO and the strategy to achieve that objective should get pushed up.