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Businesses Need To Rethink Their Internet Marketing Strategy

02/21/2005

Roughly half of online shoppers conduct research on a search engine before making a purchase, according to the "Search Before the Purchase," report from double Click and comScore. The report analyzes pre-purchase search activity of comScore's panel of 1.5 million U.S. Internet users across four categories: apparel; computer hardware; sports and fitness; and travel.

The study finds most users complete product-related searches weeks ahead of their actual purchases, with a greater reliance on general searches than is usually presumed by marketers.

"Many marketers invest their budget in branded terms," says Sally Falkow, senior strategist at Expansion Plus, a Los Angeles based Internet and PR firm. "This study shows there is a big opportunity to use generic keywords to influence potential buyers much earlier in the buying cycle."

Falkow will be covering keyword selection, website optimization, search engine visibility, blogging and RSS feeds at an Internet marketing seminar at the Hilton Hotel in Burbank on Thursday February 24th, 2005.

"Less than ten percent of the businesses in America use effective search engine optimization and keywords reearch to market on the Internet," says Falkow. "What could be better than an interested prospect that is actively searching for you online?"

The majority of economically active Americans are now on the Internet and whether they buy online or not, they are doing pre-purchase searches. To reach these qualified searchers businesses need to learn how to integrate strategies like keyword research toincrease their search engine visibility.

One local Los Angeles company that took advantage of this idea is ACE Concrete, http://www.aceconcrete.com, a company that produces decorative concrete countertops and floors. Website optimization and keyword selection increased their web traffic by over 300% and visitors are now clicking seven pages deep into the website.

"These strategies expanded our business and completely changed my marketing outlook," said Blayde Penza, President of ACE Concrete.

About Expansion Plus:
Expansion Plus is an Internet marketing and PR firm, specializing in using search optimization and visibility to raise brand recognition and value
www.expansionplus.com