WebSideStory has published an interesting article about “The Other Search” – which actually means your onsite search. It gives the term Search Marketing a new dimension. In my opinion tis article is literature for every online advisor.
Introduction:
Once Internet search has brought a customer to your site, his next step will be using your site search box or navigation on your site. Are you watching what happens and making the most of his visit? Or does your interest in your customer end when he reaches your site?
Customer activity that begins on an Internet search engine doesn’t end at the entry point to your site. You should sustain attention to visitors until they have either completed their objectives or abandoned them. Site search and the information it offers can help you determine how to surpass customer expectations and also reduce the number of frustrated visitors. The site search box itself is a tremendous gift to you from your customers: they are telling you exactly what they want, in their own words. They are inviting you to make your best offer. But in order to hear them, you need a plan for monitoring and managing the seeker experience.
