Is search solely responsible for your increased online revenues?

So here is the first fact which nobody was prepared to say at this Internet Search seminar, and that is search always wins... but  unfairly! It's very easy for us in the industry to talk about how great our search strategy is and how it is solely responsible for the improved visitor numbers, higher conversion rates and increased revenues via our online channel. The reality is this isn't true. Your search personnel and, dare I say it, your search agency are maybe taking a lot of credit in areas where it may not be due. Here’s why…

• Online behaviour shows that on average it takes 29 days from initial search to online purchase.   
• This will involve around 10 different searches, starting with generic and ending in very specific   
• The last click through to purchase is the de-facto measure of attributing the sale 

          *stats courtesy of Google

Who should get the credit?

You and I will also purchase on impulse but it makes no difference; Internet search will win again. For whilst there may not be a lengthy research or decision making process the last click wins approach will credit the sale to your search strategy. In doing so you fail to acknowledge the marketing medium which influenced the search terms used, starting with the initial  “browsing” search all the way to the “high intent” specific term. Typically these influencing mediums will be a mix of offline and online marketing as well as referrals from friends and peers. A lot of the credit should be attributed to these factors. The challenge though is measuring the effectiveness of the more traditional marketing techniques. It's easy to measure Internet Search and therefore it receives the kudos.  With the Internet population continuing to grow, Search's ego will continue to be fuelled unfairly.

The spinal cord of your marketing

Your whole marketing strategy should be based around your target audience and therefore make the most of the best channels to reach and attract them. Internet Search is the conduit for your target audience to find you based upon the influencing messaging you communicate through your other marketing initiatives. It is essential for Internet Search to  be seen as the “spinal cord” of any marketing strategy and be integrated into every other marketing initiative....but please give the other marketing channels a break…they do work, and work much harder than others would want you to realise.