A Strategic Approach to Search Marketing by Underscore
When patients or HCPs search for your brand, are you easily found?
This course covers how to think strategically about search marketing – both SEM and SEO – so that you can easily make decisions about investments in search. A walkthrough shows how to set up a framework for focusing your efforts where they’ll make the most difference to your brand’s bottom line, including how to balance SEM and SEO so that they support one another. Also covered is how to make informed choices about investing in a crowded competitive landscape, where your biggest search opportunities exist, and how to balance investments in content vs. paid search.
This course will teach you how to develop a strategic approach you can take back to your organization that clarifies how search decisions should be made. The result will be better efficiencies and greater effectiveness for your campaigns.