Content is very key in building a conversation with prospects and building an online customer relationship. Content must at all times be relevant, valuable, and interactive in order to attract their attention and draw them into a conversation. If we’re being practical, content has always been the best way to do marketing.
On the downside though, the superfluousness of information at their disposal makes it pretty hard for them to have access to a reliable source of information.
The solution to this goes beyond positioning yourself as an expert in your field. It is optimizing your content for organic, paid traffic and site search that converts.
You should focus on surveying the relationship between SEO, SEM, and on-site search. That way, you’ll be able to optimize the experience your prospects get when they land at your site.
To learn more on this, we’d recommend watching Coveo’s Director of Product Marketing, Stephen Rahal’s informative SMX Next session for tips and tricks on creating an onsite search strategy that helps you better understand each visit and optimize every interaction.
To learn more about on-site search:
By the end of the session, you’ll have a clear understanding of the value of onsite search and why you need to invest.