Monday, April 19, 2004

Don't Send All Search Traffic to Home Page

The most common mistake marketers make is to send all their search engine traffic to their home page, CEO Kevin Lee said in DM News’ latest video, “Effective Search Marketing Strategies and Practices.”
Searches should lead directly to the appropriate landing page, Lee told moderator and DM News senior editor Brian Morrissey in taping last week for the hourlong video.

“The closer you can get them to the results of the search, the higher the conversion rate,” he said.

Marketers should test to find which keywords resonate best with customers, especially those with the best potential to convert.

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