 SEO for CEOs: The Business Model
Andrew Shotland, 6/14/2012
EXECUTIVE SUMMARY:
Over the past few years, search engine optimization has gone from a niche industry to a mega industry, but it remains poorly understood. It’s no secret to most businesses that search engines are a critical source of potential customers, but many are confounded by SEO as a marketing channel. As a result, there is a large opportunity for those who can provide enlightenment about SEO. This Advisory is Part I of a two-part “SEO for CEOs” report that aims to demystify SEO and articulate a path for local media organizations to leverage it for themselves and their customers. Part I focuses on the business model for offering SEO services to small-business advertisers.
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