2. Search is a conversation
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Tuesday, May 18, 2010
3. • Who are my customers?
• How do they search?
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Tuesday, May 18, 2010
4. Who are my customers?
methodical competitive logical
humanist spontaneous emotional
slow fast
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Tuesday, May 18, 2010
5. How do they search?
“antivirus “antivirus
benchmark” ranking” logical
methodical competitive
“easy to use “download free
antivirus” antivirus” emotional
humanist spontaneous
slow fast
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Tuesday, May 18, 2010
6. How do they search?
contains number of conversion
keyword phrases rate
benchmark 2568 (+4%) 3.7 (-3%)
ranking 456 (-3%) 4.3 (+2%)
download 314 (+4%) 2.5 (+4%)
easy 215 (-3%) 4.5 (-3%)
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Tuesday, May 18, 2010
7. • How good is my copy?
• What share do I have?
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Tuesday, May 18, 2010