May 27th, 2010
Search is sometimes referred to as the “database of intent”. The reason is simple – never before have prospects so clearly told advertisers what they want before they arrive at the site. The trick is to maximise this opportunity.
The concept of deep-linking isn’t specific to search. It applies to all online marketing activity, such as display, email and social. The difference however, is that the search phrase is an additional data point that should be used to segment and effectively funnel the user towards desired action.
Consider the site structure below for a moment: