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An overview of the basics of search marketing with a focus on helping people understand how search marketing works. The presentation is intended to help buyers better evaluate SEO professionals and to understand more fully the characteristics of a best practices approach to search marketing. Topics covered: SEO, search marketing methodology, tools, online resources, tracking efforts, executing a campaign, SEO 2.0. This presentation was originally created for the 2009 EyeForTravel conference in Singapore and was delivered by Ric Shreves of water&stone (http://www.waterandstone.com).