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| Visitors come to your website either directly by typing a URL into a browser or through search. The search path could be either paid or organic; searchers are not necessarily savvy enough or care to know why they should click on one link over another if the copy is the same and catches their attention. |
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| Obviously natural or organic search is preferable from the site owners perspective since there is no direct cost associated with engaging that visitor. |
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| Both methods are important and need to work in combination with each other, as well as in conjunction with the rest of your marketing strategy. |
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| Marketsmith understands the value of each contact strategy, the methodology for aligning the paid and organic search strategies, and the use of metrics to coordinate non direct (search) web contacts with the entire marketing program. |
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| We focus on the contribution that the transactions from each channel generate because this measurement will tell you how successful your program is by showing you the return on your marketing investment. |
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| To create the most effective strategy, Marketsmith helps you answer the following questions: |
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| 1. | Are you using and trying to optimize the right key words? |
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| 2. | Is the messaging in your listings targeted to searchers whom you would consider qualified? |
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| 3. | Is the combination of key word and messaging specific enough to let the searcher know if clicking on your listing will in fact provide the solution s/he is seeking? |
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| 4. | Is this a product category which a consumer is likely to research before purchasing so that overall conversion rates will be low, irrespective of the company? |
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| 5. | Is this a product category that a consumer would prefer to see and touch at a retail store before purchasing? |
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| 6. | Is there a seasonality in the buying behavior for this group? |
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| 7. | Do your key words for paid search reflect your business objectives, internal search patterns, and meta tags in your underlying coding? |
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