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OnDemand Webinar

Search Engine Marketing: Keyword Research and Development

If you are using social media, organic or paid search, this OnDemand Webinar will take you beyond just picking keywords for short term marketing efforts to strategically selecting your keyword universe to increase your business’ profitability and even change your business’ direction. During this OnDemand Webinar, we will show examples of how companies are integrating and balancing their keyword strategy across social media, paid and organic search. You will also learn the tools available and how to measure your success.

5 Reasons to Order

Learn how your choice of keywords can influence your business’ strategic direction.

Learn how to choose the keywords that will bring the most value to your marketing efforts.

Explore how other companies have steered their business strategy by their keyword choices.

Learn how to balance your keyword strategy across social media, paid, and organic search.

Explore how to measure your performance.


Runtime: 53 minutes
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Why Lorman?

Over 30 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Agenda

How to Select Keywords for Social Media, Paid and Organic Search

  • The Toolkit for Strategic Keyword Research
  • The Data Inputs – Filtering and Adjusting Your Keyword Mix
  • Keyword Research and Selection Challenges and Solutions for Meeting Them

How to Uncover Searcher Patterns to Address Strategic Issues

  • Competitive Positioning to Meet Threats and Leverage Opportunities
  • Merchandizing for Increased E-Commerce Profits
  • Messaging for Improved Social Media Engagement
  • Creating Content to Support the Integrated Marketing Goals

Balancing and Leveraging Your Paid and Organic Keyword Selections

  • The Case for Breaking Down the Silo Between Paid vs. Organic Search
  • The Case for Building Your Own Keyword Methodologies
  • How to Build a Business/Site Specific Methodology

How to Measure the Success of Your Keyword Strategy

  • The Tools, a Quick Survey
  • The Key Metrics to Guide Your Program
  • Future Changes and Challenges Facing Keyword-Based Marketers
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More Program Information

Why Lorman?

Over 30 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Credits

OnDemand Webinar

No credit available.

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Why Lorman?

Over 30 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Faculty

Amanda Watlington, Ph.D.

Amanda Watlington, Ph.D.

Searching for Profit

Amanda G. Watlington, Ph.D.

  • Owner of Searching for Profit (www.searchingforprofit.com), is an internationally-recognized expert on online marketing, e-commerce, search engine marketing, and new media
  • Deep specialist in technical organic search and keyword selection
  • Provides strategic marketing perspectives and ethical search marketing guidance to established companies and emerging market leaders in the retail, business-to-business, professional services, entertainment and information market segments
  • Appeared regularly as a speaker at Shop.org, Internet Retailer, Incisive Media’s Search Engine Strategies, Webmaster World’s PubCon Conferences, DMA conferences, eMetrics conferences, and ad:tech
  • She has served on DMA’s Search Engine Marketing Council, of which she was the co-chair from 2003-2005 and served on the IAB’s Research and Search Councils; currently co-chairs the Research Committee of the Digital Analytics Association (DAA)
  • Can be contacted at [email protected]
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Why Lorman?

Over 30 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

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Pay once and get a full year of unlimited training in any format, any time!

  • Live Webinars
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  • White Papers and Articles
  • Sponsored Live Webinars

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* For audio recordings you only pay shipping

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Product ID: 391902
Published 2013
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