Phil Gibson - Marketing | Building Brand Experience
Phil Gibson - Marketing | Building Brand Experience

Search Management

Search management is a tactical process once your content management procedures are in place.  It is based on the same learning cycle.  Post the content, monitor the top queries, improve the results, do it again.  The second aspect of search management is to apply your top account screening filter.  As with all of your resources, there is only so much time you can invest in each process.  It is not possible to review every query by every user but the number of visitors from your top accounts is likely to be a manageable number.  Give these special users' queries extra scrutiny.


This may seem like a lot of work but once you get through the early learning curve, you rapidly reach equilibrium and the changes or updates are incremental in nature.  They are continuous but they are not huge.


Top concept phrase monitoring checklist:


Do This Every Day

- Review top 400 query terms for all users on the site.  Is the answer for these already prepared and is it the best that you can offer?  If the result is not optimal, improve it.

- For the new terms that show up in the all query list, put the term into your tool and review the answer.  Can you improve it?  If yes, create the new answer and implement it.  Is there a navigation improvement that is needed to address the query?  If yes, implement it.

- Review the search queries from your top accounts.  Did they query anything that is not already built into your site?  If yes, prioritize adding or improving it.

- In the case where you flat out gave the customer a dumb or bogus answer, reach out to that user and provide the right answer.  Treat their search query like it was a piece of customer service feedback.  When customers see that you are aggressively proactive about the quality of your site, they are delighted.

- Review the Google referral link terms into your site each day.  Are the terms you are tracking showing up in the list and frequency ranks?  Consider how you might leverage these terms in your search advertising.  Are there new terms here that need to be proactively added to your content phrase management.  Is the way that people are finding your information the same semantics or phrasing that you have been using?  Has it shifted?  If yes, adapt.  Build this back into your content management cycle.







This Web site is aimed at capturing some of the basic concepts I use when creating integrated marketing programs and leveraging the internet.


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