Step Back to Move Forward

Search marketers are a tactically motivated bunch, always seeking the next secret tip that could help boost our rankings or traffic that extra bit. But in that scramble for tactics, we lose sight of the big picture - is this even the hill we should be climbing? In this presentation, Rand walks through examples of organizations and websites where traditional tactics are hard to apply effectively. He'll take you on a journey to see the big picture and find a framework for choosing web marketing channels, positioning your brand, and uncovering sources of influence. And yes, there will be plenty of actionable tactics embedded alongside.