Presented by Nick Roshon, Sr. SEO Strategist, iCrossing, at the 2012 Search Engine Strategies (SES) Conference in San Francisco. About this session: As knowledge of SEO and social media practices move from the offices of the optimizers to the board room, the standard metrics are straining under the weight of the all-powerful bottom line. The days when upper management was impressed by subtle changes in Page Rank and increases in fan count have been replaced by questions of LTV and ROI. As more resources are being dedicated to creating the perfectly optimized and keyword-rich landing pages, tweets and posts, C-level executives are demanding proof of the return they are receiving from these resources.
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