2017 March Board Book

Search Engine Marketing: Our goal in 2017 is to build off the strategy put in place last year – support the Return to Real campaign and overall content strategy by focusing on bringing more highly qualified traffic that will want to stay longer and engage more. We’ve optimized our search efforts to drive quality traffic rather than quantity. We will continue to measure bounce rate, pages per session and time on site, and we will continue to optimize. Additionally, we are focusing our efforts on appearing in more competitive search queries and improving our average position.

YTD Paid Search 2016 (Through End of Dec.) Impressions

Clicks 483,092

CTR 0.55%

Avg. Position

87,133,906

2.0

5