At first glance, Web jargon might make right-brained communications executives squeamish, but fear not: Taking some time to learn a few basics will enhance your social media SEO and SEM strategies tenfold. The following tools and techniques will help build a foundation upon which more advanced optimization strategies can grow: • Multivariate testing: Helps determine which content variations meet the goals of a site (registrations, conversions, etc.) based on user clicks. Testing can be done through page tagging, which tracks what a visitor viewed and for how long, and by setting up the server to display different variations of content with each visit. IT professionals can do this in-house; external vendors also offer these services.

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