Understanding how and why consumers interact with search engines

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Understanding how and why consumers interact with search engines

06-19-2006, 09:47 AM,

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mandy Offline

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Understanding how and why consumers interact with search engines

Quote:Searchers interact with search engines in a variety of ways, and understanding searcher behavior is an increasingly important aspect of effective search marketing...

What does all of this data mean to search engine marketers? SEMs must face with some critical search engine marketing challenges, including:

* Understanding consumer intent (researching vs. buying)
* Integrating search into broader marketing mix that includes traditional media
* Tracking performance of search when used as a "branding vehicle"
* Tracking performance of search when leads convert offline
* Buying smart to avoid competing over inflated keywords (which implies an holistic view of keyword performance)...

full article: http://searchenginewatch.com/searchday/a...hp/3613291

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