This week kicks off the first of our guest writers on Just Behave. This week, I'm pleased to welcome Michael Ferguson from Ask.com. Michael is senior user experience analyst for Ask.com, looking at how people seek, acquire, and act on information. He informs product development with user context and design recommendations. Michael has analyzed search user behavior since 1995.
—Gord Hotchkiss
Search marketers will see more opportunities to grow business as the engines evolve beyond a box and ten blue links. With users exploring rich media and other content, capturing qualified clicks will require increased engagement—on the SERP and the landing page. In addition, in-line search suggestion tools will affect what SERPs people end up seeing. This more complex environment means increased talent and specialization for search marketers. As searchers are empowered to direct the engine and review more options, marketers should think about how optimization and buys might change, and the types of experiences that will attract and retain customers.
This week kicks off the first of our guest writers on Just Behave. This week, I’m pleased to welcome Michael Ferguson from Ask.com. Michael is senior user experience analyst for Ask.com, looking at how people seek, acquire, and act on information. He informs product development with user context and design recommendations. Michael has analyzed search user behavior since 1995.
—Gord Hotchkiss
Search marketers will see more opportunities to grow business as the engines evolve beyond a box and ten blue links. With users exploring rich media and other content, capturing qualified clicks will require increased engagement—on the SERP and the landing page. In addition, in-line search suggestion tools will affect what SERPs people end up seeing. This more complex environment means increased talent and specialization for search marketers. As searchers are empowered to direct the engine and review more options, marketers should think about how optimization and buys might change, and the types of experiences that will attract and retain customers.
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