Chapter 15. Make Search Marketing Operational
If you're the kind of person who cleans your house once a year whether it needs it or not, this chapter might be a challenge for you. Some people are very good at starting something newincluding starting a search marketing programbut tire quickly of the day-to-day work that turns a good start into a long-term success. Unfortunately, search marketing is not a one-time event; it is a new way to work. Making your search marketing program a smooth, ongoing operation is the only way you will succeed.
So, if process diagrams make you glaze over, and you do not have the patience to go over the numbers one more time to figure out what is going wrong, make sure you add people to your central search team who have the stick-to-itiveness you lack. And, come to think of it, setting up your central search team is the first of three actions you will take to make search operational:
Are you ready to make it real? The startup tasks are almost behind you. It's time to see what makes a search marketing program succeed over the long haulits operational excellence.