Summary


Every Web site is created for a purpose, most for more than one. As time passes, however, we sometimes lose sight of why the Web site exists. It is critical that you, the search marketer, keep in mind the overarching goals of your Web site so that you choose the appropriate search marketing strategy. Remember also that no Web site stands stillgoals can and do change as the years go by. You must regularly examine your goals and choose a search marketing strategy to match.

This chapter examined many different site goals, ranging from all varieties of sales and marketing to information and entertainment. You learned how to identify your site's goals and what kinds of searches will be used to find your site, as summarized in Table 5-2.

Table 5-2. Site Goals and Search Strategies (Your Web site's goals drive the types of queries and search approaches you must emphasize.)

Web Site Goal

Search Query Type

Search Marketing Approaches

Navigational

Informational

Transactional

Web sales

Medium

Medium

High

Organic and paid

Offline sales

Medium

Medium

High

Organic and paid

Leads

Medium

High

Low

Organic and paid

Market awareness

High

Low

Low

Emphasis on paid

Information and entertainment

Low

High

Low

Emphasis on organic

Persuasion

Medium

High

Low

Organic and paid


Chapter 6 examines how to use your site's goals to measure success, setting the stage for measuring your success specifically in search marketing.



    Search Engine Marketing, Inc. Driving Search Traffic to Your Company's Web Site
    Search Engine Marketing, Inc.: Driving Search Traffic to Your Companys Web Site (2nd Edition)
    ISBN: 0136068685
    EAN: 2147483647
    Year: 2005
    Pages: 138

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