CHAPTER 2 THE SCENT OF INFORMATION AND WEB SEARCH ENGINES

People use commercial web search engines for a wide variety of reasons. They might want to look up a phone number or get directions to a restaurant. They might want to read consumer reviews before purchasing an item. Or they might want to play a quick game of Sudoku online.

So, to help searchers succeed in getting what they want, savvy marketers must understand: how people are searching, and why people are searching. Once marketers know the answers to these questions, they can adjust their search marketing strategies. Not only will their websites receive increased traffic, they will also receive more qualified traffic that results in higher conversions, sales, and lifetime customers ( ...

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