January 30, 2009, 12:00 AM

SPONSORED SUPPLEMENT: Making search marketing a more competitive force in tough times

(Page 3 of 3)

“Developing a good strategy for de-duplicating sales is a good rule of thumb or the merchant will be double-counting sales which will prevent them from having a clear picture of the profitability of each of their sources,” says Sandberg.

The importance of site design

Site design is another way to improve search results. Adding site search, checkout capabilities and marketing promotions to a landing page or recommending like items if a product is out of stock can further increase the likelihood of a sale. “Landing pages need to be as complete as possible to entice the shopper to buy,” Coupe says.

By paying closer attention to how search engines rank the data gathered from web sites, managing keywords better and more closely integrating search with other marketing channels, retailers can improve conversions, despite the decline in consumer spending.

“Retailers can do better when it comes to search marketing, but the good news is that there is still plenty of upside to the channel, even in a down economy, as long as they look for ways to optimize their search campaigns,” Coupe says.

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Seth Barnes / E-Commerce

Commissions are for closers

A Savings.com executive responds to an Internet Retailer article describing a web merchant’s decision to ...

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

Advertisement