Search engine marketing does just that – but more importantly, you can prove whether you are successful.

Unlike “branding” efforts, its easy to see if search engine marketing is effective.

All you have to do is look at sales or leads in your analytics.

This allows you to pivot budget and effort when necessary.

Buyer behavior is sure to go through significant changes in the next few months.

It’s important that your marketing efforts can pivot based on data.

Search engine marketing is, by its nature, reactive.

Competent search engine marketers react to data and change tactics accordingly.