Kelly Cutler is a seasoned entrepreneur, technology executive, educator and business leader based in Chicago, Illinois. She brings over two decades of experience, with previous strategic insights from the early days of AOL and later at [...]. Through her technology consulting company Kona, she has consulted with CDW in the areas of leadership, digital transformation and learning development. She has worked with companies across industries and geographies including Johns Hopkins, Zebra Technologies, The Los Angeles Film Festival and Ryland Homes. Cutler holds a Master of Science from Northwestern University's Information, Design and Strategy program where she studied data strategy, leadership and communication.

In her current role at Northwestern University, Cutler teaches at Medill, Kellogg Executive Education and the School of Professional Studies (SPS). Prior to joining Northwestern, Cutler taught at DePaul University Kellstadt Marketing Center for nearly ten years. She has extensive experience in training, running workshops and speaking at industry conferences around the country.

Section - 01: The fundamentals of search; Chapter - 01: An overview of search; Section - 02: SEO; Chapter - 02: Search engines and web traffic ; Chapter - 03: The Functionality of SEO; Chapter - 04: A Winning SEO Framework; Chapter - 05: Publishing SEO-friendly Content; Chapter - 06: Measuring Successful SEO Outcomes; Section - 03: SEM; Chapter - 07: Overview of SEM; Chapter - 08: Successful SEM Campaigns; Chapter - 09: Refreshing the SEM Approach; Chapter - 10: Advanced Techniques to Measure and Optimize a Campaign; Section - 04: Conclusion; Chapter - 11: Working together with SEO and SEM; Chapter - 12: The Future of Search Marketing;