Creating Value Through Search

The old saying “a picture is worth a thousand words” may be true, but it’s the thousand words that matter the most on the Web. This is game-changing for marketers and exactly why many traditional businesses, especially channel marketers, are scrambling to find a strategy

With Pay per click (PPC), marketers today are forced to present their value proposition to consumers in 95 characters or less. The additional challenge is (depending on the industry and the stage in the purchase cycle) only 30% of consumers click on paid search results. Many consumers do not trust paid listings, and more than 70% of them select the organic (non-paid) search result.

How can marketers optimize their Web sites to make sure they rank highly in consumer search? They can begin by answering a few simple questions about the content on the site that may serve as a report card for gauging performance and the “value” it delivers to patients.

View the Creating Value Through Search PDF (325 KB)

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