Thursday, July 05, 2007

Online to Offline Effects of a Search - A Report from Yahoo!

MarketingVox reports: "Consumers who search online for televisions and digital cameras on average choose to spend 10 percent more when making their purchase in-store, compared with those who did not use a search engine, according to new research from Yahoo!, ChannelForce and MarketingCharts reports."

So the assumption is that they start with a search engine and click through on a result (paid would be good for Yahoo of course). I wonder if there is a correlation between which site they visited to find information on what to buy and where they went offline to buy it. Meaning, if they were at hp.com did they then go and purchase an hp camera in no particular store? Or were they at cnet.com comparing cameras and headed to bestbuy to purchase an HP camera? Or maybe found the camera on bestbuy.com and bought it at the closest bestbuy store because they were headed there anyways?

And remember that Yahoo is working hard to show an increase in conversions based on the Panama changes, which didn't really increase conversion. I expect they commissioned this report to get press for themselves about the search lift of online to offline conversions.

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posted by Barbara 'webmama' Coll @ 12:57 PM     Permanent Link

Monday, July 02, 2007

Search Engine Optimization and Marketing Tools Presentations

You will find the following two presentations on my website:

SES Latino - Successful Site Architecture (ppt) - my standard pitch on making your website search friendly by adhering to some basic development and design guidelines that DON'T change. In this version of the talk, I address the method of sending all URLs to the search engines for review (it DOES NOT guarantee indexing in the databases, just crawling). Check it out to learn more about Sitemaps for Google and Yahoo. (zip version)

Searchnomics - Search Engine Marketing Tools - I address search marketing tools for paid search and optimization. My twist on this subject is the belief that using automated tools is NOT a good idea for paid search marketing; that it hinders competitive and messaging advertising through search. (zip version)

It is one of my joys in life to present in front of an audience. (For those that know me this will not come as a great surprise). And sometimes I do it for the pure pleasure of seeing people in the audience smile in agreement when I tell a story of the pain of SEO.


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posted by Barbara 'webmama' Coll @ 1:40 PM     Permanent Link