Launching Organic Analytics & Buzz Monitoring In-House

Search Engine Land
Paul J. Bruemmer and John Faris

In previous articles, we covered Structuring an In-House Team and Creating the Search Engine Marketing Needs Assessment Report. So now your in-house search team is in place and the search department has gained insight into the key performance indicators (KPIs) they are responsible for influencing, as well as the resources available to accomplish search engine optimization (SEO) and social media marketing (SMM) objectives. After establishing these fundamental requirements, the in-house team and trainer will need to prove that SEO and SMM are driving an increase in the previously established goals and metrics. Two powerful strategies can help demonstrate that search and social media are providing value to the organization: natural search analytics and buzz monitoring. Full Story >>