Executive Summary (This is a document excerpt)

What are some best practices in search engine marketing? Optimizing page links to help search engines index sites, rewriting landing page copy for relevant keywords, and aggressively managing bids on paid listings and contextual ads can all improve search marketing ROI. But marketers must elevate their search marketing efforts beyond these tactics and use personas to guide their search strategies. Doing so ensures that marketers maximize the strategic impact of search by applying it at the right point in a customer's buying process.