Search marketers 'should consider relevance'

4 December 2007

Relevance is the key issue marketers should remember when attempting to optimise targeted content pages for sales conversions.

Writing on the Search Marketing Standards blog, Kevin Gold notes that some search marketers may find that their campaign is effectively generating search traffic but failing to convert this traffic into sales.

He recommends that marketers consider the purchasing intent of their keywords, tailoring their content so as to maintain its relevance to the searched-for term or phrase.

For instance, informational keywords should be paired with educational content and effectiveness measured not by sales conversion but by time spent on a web page.

Evaluation and transactional keywords should also be fitted to content associated with the phrase or term's intention - "don't make people think whether it's relevant; instead, suggest the relevance through matching product headings", the blog post states.

The Self Made Minds blog's Al has advised this week that an Amazon-style buy it now button may help online retailers maximise sales.

Category: Natural search