We're finally on the cusp of having search marketing tools that will give marketers more control over the customers' search experience starting with search engines and quickly getting to the right content on your site. The trick, according to our search maven, Sue Aldrich, is to closely monitor what people search for and find (or don't find) on your site and to use those phrases to optimize what shows up on Internet search engines as well as to ensure that both the landing pages and the content you show on those pages are tuned to yield the specific information and/or products that people are seeking.
The good news is that there are new and better tools now available to search marketers that help integrate these two seeker experiences for you. The other good news is that many of our clients are now merging their SEO experts and their Site Search experts into one integrated team of search marketing experts. You need both integrated information and integrated expertise to excel in search marketing.
On February 14, 2008, Sue reviews SLI Systems' Learning Search. This is a hosted solution that provides an integrated approach and a set of experts to supplement your own team. You'll find that the "learning" approach the SLI uses has some interesting benefits.
SLI Systems Learning Search Ecommerce January 2008
Integrated, Automated Internet and Site Search Marketing
By Susan E. Aldrich, February 14, 2008
http://psgroup.com/research_868.aspx
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