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When looking to make your search campaign more efficient, look to the “Y” to increase the number of shoppers who interact with your site. You’ll find a strong and sustained web site optimization program may be your most direct route to lowering your true search costs.
Seth Rosenblatt is vice president of marketing and business development at Interwoven Inc., a provider of web content management products and services, and the head of its Optimost landing page optimization division. He can be reached at firstname.lastname@example.org.