How to successfully outsource your search marketing

02/13/2012 | Boston Globe (tiered subscription model), The

Small businesses can get good results by outsourcing their search marketing to an outside vendor, writes Jason Keith. Still, it's important to understand what your search partner is actually up to, and what kind of results you're entitled to expect. "Having a full understanding of what's being done, why and where your money is going will allow you to be successful. Remember, they work for you, not the other way around," Keith writes.

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