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Diversify your search engine marketing
Yahoo!, Bing and Ask – respectfully known as “the other three” – may not be monopolizing the current online advertising industry like Google, but they do offer other significant benefits. Since there is less competition, your company may have a better likelihood of ranking higher. Also, consumers coming from Yahoo!, Bing and Ask may convert at higher rates. As you may remember from an earlier post, it’s not just higher traffic that counts, but the traffic that converts the best. By focusing on the smaller search engines, your marketing dollars may just go farther.
Of course, to be sure, you will need to track conversions across all search engines, to understand which is driving the best traffic based on conversions, basket size, and lifetime value to the organization. But it’s smart to start by casting a wider net.