Other Uses for Search Information

By Kirk Crenshaw  - March 14, 2007

Drive Additional Value from Search

I ran across this article a few days ago at Chief Marketer:

Finding the Key: The Words They Search Say A Lot About Your Customers

Many marketers tend forget that they have an amazing resources at their fingertips - Their search marketing data.  What keywords drive the most revenue?  What search phrases bring the most people to your site?  How do others describe your solution? By rolling this information back into your marketing messaging, you can be certain that it resonates with your target audience. 

Furthermore, paid search is a great avenue to test messaging.  Try different keywords and ad text, then track the performance.   This can help you validate your new messaging before rolling it out untested.

Before you update your company's tag line, send out your next email campaign, or add more content to your website, check your search results.  You may be missing an obvious opportunity.