To incorporate search into your organization. Add search metrics to your data mix to better understand your audience, see industry trends, and build a better product strategy.
To successfully execute your search strategy, you should build its importance into every aspect of the organization—not just marketing. A successful search strategy depends on IT and Engineering, Product, Marketing, Business Development, Marketing and Advertising, PR, Customer Support, User Research, User Interaction Design, and any other department that thinks about the business, customers, products, or Website. Marketing in the age of Google will guide you toward building a successful search strategy and extending the process for execution throughout your entire organization.
Let’s talk about organic search—the search results that are generated algorithmically based on what search engines think is most relevant for the query. Paid search is also an important piece of the search strategy puzzle but a number of resources exist to help businesses understand and use paid search.
What is your organic search strategy? If you don’t have one, you’re missing a key piece of your business strategy—and shutting out many potential customers who are looking for your business.