Chris Alan, SEO Manager at Expedia, manages 100,000 of keywords that Expedia ranks for. Alan discusses the 4 CRUCIAL sections he breaks his SEO strategy into that keep him from being overwhelmed, but mentions how link bait can be a tricky thing for conversion. He instead drops 2 great spots for links that really show ROI. Alan also reveals one of the biggest problems he sees Webmasters making with creating content marketing. Lastly, he discusses why every SEO strategy NEEDS quality tools, and why he considers it important to monitor your site rankings even deep within the SERPs.