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Feb 5
Searching, Searching Everywhere and Not a Link to Click, part 3
NextStage: Predictive Intelligence, Persuasion Engineering, Interactive Analytics and Behavioral Metrics This is part three in the Searching, Searching Everywhere and Not a Link to Click arc triggered by Search engine presence needs more than Pay Per Click. NextStage is not a search engine company nor do we do search engine optimization. What NextStage does do is make tools which can be used by others to improve what they do.

This anecdote is from Reading Virtual Minds Chapter 4.F "Anecdotes of Learning - People Aren't the Same Everywhere".
We pick up with my talking with some friends about how search engines worked so that I could have a better understanding of what I was seeing in the incoming data...

At the time of this test, the common model was for a company to pay a few pennies per clickthrough every time someone searched using a bid upon term and clicked on the client's link in the search engine listings. Let's say a company is paying a search engine firm 3¢/clickthrough and is charged a minimum of US$3,000/month for the SEO service. The company's site would need 100,000 pageviews/month in order for the US$3,000 to be cost effective. It was obvious there had to be some ways to make search engine marketing cost effective or only companies with heavily trafficked websites were going to be using SEO firms much longer.

Two months later ET reported there was enough data for it to begin making conclusions within the "What terms are people using and how are they using them to find these two sites?" frame. Specifically, there was enough data to start reporting on the following items:

  • Which search terms were used by visitors most motivated to use the product/service?
  • Which times of day and days of week, etc., were these most motivated visitors using search engines?
  • . Which search engines were being used by these most motivated visitors?
  • . Which geographic locations were these most motivated visitors coming from?
This was years ago. Nobody was talking about motivational factors and the concept of user differences based on location wasn't even on the horizon.

Links for this post:

Please contact NextStage for information regarding presentations and trainings on this and other topics.
(Information in this arc is from Chapter 4, "Experience Versus Expectation" of my next book, Reading Virtual Minds. Text and images copyright Joseph Carrabis and NextStage Evolution 2006-2007)


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« Kimberlee sent me this because she knows I enjoy Politics as Research | Main | Searching, Searching Everywhere and Not a Link to Click, part 4 »

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