Follow the Signal: Tune in for Better Search Results

Check out Joey‘s guest blog post on Monetate’s blog: Follow the Signal. The first few paragraphs are shown below.

In a search marketing strategy, each of your channels is primarily geared toward a distinct goal with its own ROI:

  • Organic search—to acquire customers by ranking high on the search results page for targeted, high-value phrases for as long as possible.
  • Paid search—to acquire customers by testing a wide range of phrases in controlled locations on the results page for as long as budgets permit.
  • Internal site search—to acquire customers by letting your visitors tell you what they want to see so you can serve up the most important, valuable, and relevant result.

When it comes to tactics and planning, each channel requires a different approach in the beginning. For instance, the real work in organic search is in choosing just what high-value phrases to target.

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