Telescope: Everything You Need to Know About Search
Welcome to this edition of Telescope on Search, our monthly newsletter devoted to
search. Our goal is to offer a regular, quick-browse e-newsletter with useful
information, tips, and news of the latest developments on Site Search, Search Engine
Optimization, Search Engine Marketing, and site usability. If you have any feedback
or questions please direct them to newsletter@sli-systems.com.
Feature: Beyond Site Search - Using site search data for PPC, SEO and more
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Shaun Ryan
CEO, SLI Systems
The purpose of web site search is to help site visitors find the products and
information they seek. But did you know site search can be used for many other marketing functions – whether on
the web, direct mail or in a physical store?
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Many of our customers have discovered other areas where the data from site search activity can improve the
customer experience and help build one-to-one relationships.
For example, you can leverage the terms people use when searching on your site for more targeted paid search campaigns,
by directing clicks from a Google AdWords campaign to a site search landing page. Our own Learning
Search integrates with other vendors’ pay-per-click (PPC) offerings, such as those from SLI partners like Beacon
Tech, Elbrus Consulting, Ionic Media, Prime Visibility & Trinity Insight to automate the keyword tracking and bidding process and creation of the appropriate landing pages, so
most of the work is handled for you.
Another area where site search can prove useful is with search engine optimization (SEO). Similar to PPC, site search
activity – keywords and the items clicked on – can help you determine which terms you should optimize your pages for
and what results to show visitors on corresponding landing pages.
Many of our clients have found their customer service teams benefit from site search as well. Often, when
they’re helping an online shopper find the items they seek, they use the site search tool to track it down. This is
true for sales reps within brick and mortar stores too – a good search tool that delivers relevant results can be
useful when they’re helping an in-store customer search for something.
There are many more ways site search can be useful, including in-store kiosks, targeted email campaigns,
keyword-targeted banner ads and specialized navigation links. We’ll explore these items in our next issue.
Have you found other ways to make use of your site search and the data it provides? If so, we’d love to hear about it.
Contact us to share your ideas at newsletter@sli-systems.com.
Coming Soon to a City Near You – SLI Sponsors ExactTarget Seminars
Over the coming weeks, SLI, Omniture and Salesforce.com are sponsoring a series of in-person seminars, hosted by
ExactTarget, in select cities across the country. Each event is designed to provide marketing professionals with
actionable insights, best practices and specific examples of customer successes in the areas of email marketing, web
analytics, site search and CRM that they can incorporate into their own marketing strategies.
The 13-city tour, which consists of one-day seminars entitled: "Route 1 to 1: The New eMarketing Essentials," visits
Cincinnati, OH on May 13, Chicago, IL on May 15, and Toronto, ON on May 20. Other tour locations include Minneapolis,
Dallas, Denver, Orange County, Seattle, Miami, Boston and San Francisco. Dates and other
information can be found at ExactTarget Route 1 to 1.
Each of the seminars is designed to respond to the needs of marketing professionals by providing them with advice on
how to better engage prospects, increase sales and build brand loyalty through the use of technology.
Visit the ExactTarget Route 1 to 1 site for more
information and register to attend in your city.
SLI Systems & Customers in the News
Below are links to recent news articles highlighting our Learning Search service:
Visit SLI Systems Booths at:
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ACCM
May 19 - 21, 2008
Booth #1335
DISCOUNT
SLI can provide you with a 25% discount for ACCM if you register via
this link.
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Internet Retailer Conference & Exhibition
June 9 - 12, 2008
Booth #651
DISCOUNT - As an exhibitor, SLI Systems is privileged to offer you a
$100 discount off the current lowest
IRCE 2008 conference registration fee (excluding Exhibit Hall Only Passes). Depending on the registration options
you choose, this can amount to a discount of up to 17%! Contact us to find out how to obtain this discount offer.
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GC Expo
May 10 - 11, 2008
Stand #704
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If you have any comments or suggestions for future issues please email us at
newsletter@sli-systems.com.
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