SEO And Paid Search Go Together

by Tony Orelli
blogs.mediapost.com
To understand where SEO fits in the marketing mix, you first need to consider the behavior of the online consumer. When searching for a product, either hard goods or services, the first step is typically a very general search like “home theater” or “dresses.” As searchers become more familiar with their options, they conduct more specific product searches. The evolution of a consumer’s search for a digital camera might look something like this:

1. Digital Cameras
2. Digital Camera Reviews
3. 5 Megapixel Cameras
4. Inexpensive 5 Megapixel Cameras
5. Canon PowerShot A460

What we can infer from this behavior is that as consumers refine their search, they identify more specific product needs and, therefore, move further down the Long Tail of search. By entering a more general search term, the consumer is identifying himself as an information seeker. As a search becomes more specific, the consumer is far more likely to become a purchaser.

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