As an in-house search marketer, you hold a unique position. You help manage all your company’s content with the goal to maximize the return on that content’s creation. You are the pointy end of the spear in the quest for low-cost traffic and conversions. Setting aside the growing salaries that in-house SEMs are seeing these days, and the added costs of benefits, inbound referrals from search engines remain a viable, low-cost option for most organizations.

Tracking your results should take a couple of forms. There are the usual SEO metrics such as:

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