Keying in on words and phrases that drive sales
Merchants are used to playing the high-stakes game of paid search marketing, where dollars spent equates with traffic and sales. As the hobbled economy slows consumer spending, retailers are focusing on both paid search marketing to meet online shoppers' immediate product needs and—increasingly—on natural search both to drive sales and establish lasting connections with consumers. Retailers' use of natural search marketing is improving, but potential still is going unfulfilled, according to results of Internet Retailer's study of keyword use by 250 top retailers. This section summarizes how the largest e-retailers rank overall for paid and natural search on Google, plus exclusive data on each merchant's percentage of traffic from major search engines, most frequently used keywords and the executive in charge of search marketing.
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Paid
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Natural
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