HOW SEARCH ENGINE MARKETING TOOLS CAN WORK FOR YOU

摘要

This is the second of three articles. Part 1 appeared in the August issue of Information Outlook. Search engine optimization and marketing covers a wide range of activities, many of which are similar to what a reference librarian, systems librarian, or market researcher does. Although the focus is the World Wide Web, many of the tools that are used have broader applications for special librarians. Internal corporate processes. Web analytics tools measure and analyze corporate sales, customer preferences and problems, viable products and channels, and other issues that may provide answers for questions received by special librarians. Competitive intelligence/market research. Keyword research, Web site saturation and popularity tools can provide information on a company's competitors: how they are marketing on the Internet, what they are spending on online marketing campaigns, how they are pricing their products. Legal issues. Who Is tools can provide valuable information relating to copyright and trademark issues. Link Popularity tools can show who is deep-linking to your site. Log files, in conjunction with Who Is tools, can tell you who may be committing click fraud on your paid placement campaigns or spamming your e-mail servers. Back end knowledge of how Web sites work. These tools can show you what may be keeping search engines from indexing your site and can highlight customer service issues.