Search marketers 'should consider metrics'

16 August 2007

Metrics forms a key aspect of search engine marketing, it has been claimed.

Author of industry guidebook Search Engine Marketing, Inc. Mike Moran warns that those who neglect metrics are ignoring a key part of their commercialisation strategy.

"Search marketing is more about marketing than search," he writes in a WebProNews column.

"If you don't know what each new visitor is worth, then how do you know what to spend on search marketing?"

He suggests that online marketers should ensure they have analytic software in place to obtain a number of demographic indicators.

Identifying what conversions are, in addition to how frequently they occur, can help to single out positive channels for future marketing efforts, he claims.

And he adds that detecting when the maximum return on investment is being obtained from search marketing can let an advertiser know when to turn to other avenues.

Mr Moran serves as product manager for OmniFind, the search software solution from IBM.

Category: Paid search