Analysing search patterns 'can bring triple-digit growth'

Getting into the habit of drilling down into search data as part of a marketing campaign can do much to increase website traffic, it has been suggested.

Speaking to Search Engine Land, Zvents.com marketing vice-president Paul O'Brien said that looking closely at patterns in search in the lead-up to a consumer making a purchase can reveal much about customer behaviour and intent.

He gave the example of running a TV ad involving a celebrity, which would usually result in an increase in searches for the brand and celebrity in question.

Analysing to what extent and in which pattern this occurs, as well as looking to whether personality affects demand for a certain product or brand, can help to refine search marketing campaigns to be their most effective, Mr O'Brien commented.

"With that approach to search, my greatest success is having repeatedly seen triple-digit growth in search traffic and performance," he stated.

Patricia Hursh of SmartSearch Marketing recently noted on Search Engine Land that analytics can play just as important a role in organic search campaigns as in pay-per-click advertising.