Best Practices for Search Marketing Planning and Execution

David Flesh, senior director of Product Management at Covario and Eli Goodman, product specialist at comScore present best practices for search marketing planning and execution. This session discusses the continual growth of competition for high-performing search terms within the industry, as well as the understanding of current competitive performance being essential to success.  Key topics include best practices for keyword expansion in order to drive additional traffic and conversions, determining share of traffic, the optimizing of Gold Word Performance for both Paid and Organic search, and how to measure the overall market potential for paid search activities.

Key topics include:

  • Understanding competition for hig-performing search terms
  • Managing competitive presence on SERPs
  • Optimizing keyword performance to drive conversions
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