Search marketing allows retailers to interact more effectively with shoppers

[mandy]

As retailers closed the book on the 2006 holiday shopping season, they recognized the need to think more strategically about search engine marketing. Creating successful paid and organic search campaigns is no longer as simple as buying the most popular keywords around a specific product and creating a multitude of landing pages to ensure inclusion among the Top 10 organic search results.

Retailers have long deployed such tactics for increasing the effectiveness of paid search as purchasing keywords that score higher conversion rates and creating URLs for web pages that are more easily recognized by search engine spiders. The latter makes it easier for shoppers typing in a highly specific search string to land on the desired page. But in today`s market, retailers also need to think more deeply about leveraging blogs, podcasts, online advertisements, press releases and promotional trailers attached to videos to boost organic search rankings.

"It`s important for retailers to adopt a 360-degree view of their search marketing strategy because the ways consumers communicate with each other and businesses communicate with audiences online is rapidly changing,"...

full article: http://www.internetretailer.com/article.asp?id=20966