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Searching For The Golden Terms

  • ClickZ, Thursday, November 20, 2008 3 PM
Search has historically been an afterthought, not typically integrated into Web site analytics, content development and Web site design, according to Augustine Fou. In this post, he suggests reasons for integrating a search strategy more strategically into a larger campaign. For starters, you might just find a goldmine in search terms if you know how to mine them.

More then 80% of consumers begin their online journey with search, accounting for 8 billion searches per month, a Forrester Research metric Fou cites. Search queries in phrases, rather than single words, can tell you questions customers have that may pose hurdles to making purchases. Fou suggests that search analysis also can identify redundant and competitive bidding on the same keyword, which drives up the cost.

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