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Search engine marketing is today's leading Internet advertising strategy. Learn to develop a successful search program, integrating search with other aspects of marketing, moving customers closer to sales, generating awareness, and driving leads. Examine four main marketing tactics (organic/pay-per-click search, paid/sponsored listings, contextual listings, and paid inclusion); how to optimize site content; how to select a search marketing agency; and how to develop an overall strategy. Obtain hands-on training from Google, MSN, and Yahoo managers. Develop and execute a campaign. Launch, analyze, and measure the efficiency of your efforts.
