Summary

Nothing is easy about executing a search marketing program in any organization. Your organization has dozens, maybe even thousands, of folks who all need to do things the right way, but they are ignorant (and possibly apathetic) about what to do, and they are so busy that even asking them to listen to you might take some persuasion.

But, in this chapter, you learned how it is done. You assembled your proposal, because that is the basic selling point for any audience. You are familiar with the critical daily tasks. You now know how to decide which tasks should be performed by a central team, and which must be done by the rest of your Web team, your extended search team. You have met each kind of specialist on that extended team and you are armed with approaches to persuade them to do their part in improving search marketing for your site.

We also helped you to persuade the toughest audience of allyour executives. You know what questions they will ask, and you know what requests you have for them.

We are just getting started, however. In Part 3, we go beyond the planning to the executionwhat specific tasks must you undertake to make your search marketing plan a reality? In the next chapter, you will determine how many of your pages are indexed by organic search engines and you will find out how to get virtually all of them included.