The document discusses demystifying search engine optimization (SEO) by putting marketers back in control of search marketing. It provides 6 ways for marketers to take action (WWAMD), such as understanding customers' search terms, being opportunistic about keyword targets, educating oneself on ongoing changes to search, treating SEO as an ongoing process rather than a project, and extending the SEO mindset beyond just the website. The full document provides further details on each WWAMD including relevant facts and specific tactics.

1. Demystifying Search Engine Optimization Placing the “Marketer” Back into Search Marketing Search Engine Marketing Everett Sizemore Stephen Riegel

7. WWAMD #1: Tag it, label it, define it – all of it Demystifying Search Engine Optimization

9. WWAMD #2 Understand that customers search on their terms, not yours Demystifying Search Engine Optimization

11. WWAMD #3 Be opportunistic—keyword targets come anytime/everywhere Demystifying Search Engine Optimization

13. WWAMD #4 : Educate yourself and become an early adopter - Search Changes Demystifying Search Engine Optimization

15. WWAMD #5 : Understand that SEO is an ongoing process, not a project Demystifying Search Engine Optimization

18. WWAMD #6 : Extend SEO mindset beyond the site— optimize your digital content Demystifying Search Engine Optimization

25. Demystifying Search Engine Marketing Everett Sizemore Stephen Riegel @balibones @faction /in/everett /in/steveriegel Please be sure to fill out your evaluation form and turn it into the room monitor or a staff member. Thank you.