How Search Engine Marketing Tools Can Work for You

摘要

This is the third of three articles. Part 1 appeared in the August issue of Information Outlook, and Part 2 was published in October. 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 analyzecorporate sales, customer preferences and problems, viable products and channels, and other issues special librarians might be asked about, Competitive intelligence/market research. Keyword research, Web site saturation and popularity tools can provideinformation 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 email 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.