If your customers are disappointed in your Web site’s search facility, it’s not only because search didn’t work—it’s because most of them already failed at navigating. To learn more about where your customers are coming from, read on.
A great deal of our book, Search Engine Marketing, Inc. turns on the business case for search marketing. We try to explain that search marketing is more search than marketing, but people who haven’t bought the book keep asking me questions. Mostly they want to know, “How can I get my company to invest in search marketing?” We spend a few chapters in the book on this, but I have a shorter answer here.
When I talk to veteran marketers, some of them are concerned about the changes they must make to adapt to the Internet. I think it is entirely natural that we have some fear in the face of such big changes. Each of us finds ourselves somewhat nervous under some circumstances—it stands to reason that some of us get concerned when we face such massive change affecting our livelihoods. I spoke to someone yesterday who seems emblematic of the changes that so many of us our seeing in the marketing profession.
If you enter a few words into Yahoo! or another Internet search engine, you get a good answer right away. So why can’t you get the same kind of answer with your Web site search engine? Unfortunately, it’s tougher than that.
If you subscribe to my Biznology blog, you probably know that I sometimes include stories about good examples of Internet marketing, such as this recent one on personalized e-mail by the Scotts lawn care folks. To do so, I am finding myself doing more and more interviews by phone, and I am struggling to find ways to efficiently use this material in my blog. If you are trying to use interviews to “feed the beast” of your blog, maybe my experience will be helpful.