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Containing 14+ hours of video instruction in this comprehensive LiveLessons you will gain all the background needed to be a search engine marketer. You will learn how to systematically address every issue you’re likely to encounter, while helping you implement timeless strategies for delivering superior long-term results. You’ll learn how to
· Identify and leverage new search engine marketing opportunities arising from social media
· Align search engine marketing with your company’s evolving strategic and tactical goals
· Implement programs that drive sustainable improvements— not counterproductive quick fixes
· Systematically optimize your existing Web site search programs
· Manage the unique marketing challenges associated with large sites
· Create monthly scorecards and use them to drive improvement
· Provide effective guidance to content developers and designers in language they’ll understand
· Automate checking and reporting for every page on your site
· Choose effective target keywords, optimize your content, and attract links
· Make the most of Google, Yahoo!, Live Search, and specialized and local search tools
· Measure site-wide success rates across multiple systems and technologies
· Hire the right SEO consultant—and avoid the wrong ones
· Set your budget with a focus on profitability, customer acquisition, providing lifetime value