Search engine marketing and web analytics are powerful tools ANA uses to support its issue-focused campaigns and keep its website relevant. Case studies, best practices and learning experiences will be shared on how to create and optimize microsites, drive and keep traffic, reduce bounce rates, incorporate PPC advertising, and improve internal and external search results by targeting the keywords that are actually used.

Learning Objectives & Key Takeaways:
How to incorporate search engine optimization and online initiatives into a public relations or marketing campaign,How to simply add descriptions, keywords, tagging, and interlinking to significantly improve the position on Google and the other major engines,How to use analytics to reposition or re-label homepage components leading to higher use and sales