Josh Palau discussed how marketers can get more value of out of search - by integrating search into your broader marketing efforts, not just squeezing more efficiency out of organic and paid search - at the Razorfish Client Summit in Boston.

1. Getting More Out of Search Joshua Palau, VP Search

2. Getting more out of search Razorfish Creates Experiences that Build Businesses

3. Getting more out of search Search Creates Discovery Experiences that Build Loyalty

4. Getting more out of search But We Rarely Track All of Those Experiences

5. Getting more out of search Evolution = Understanding that Every Interaction Counts

6. Evolve by Understanding Valuable Actions Total Clicks = $500.00 We only measured against the two who converted Optimize to those two Getting more out of search

8. Use Search to identify contact opportunities

9. Use Email to identify new keyword categories

10. Close the loop through confirmations

11. Build loyalty ? Getting more out of search

13. Bounce rate by keyword group + landing page uncovers improvement areas

14. Provide choice when queries are too broad to match searcher intent

15. Rank organically for broad and specific termsGetting more out of search

17. Product searches with location based results

18. Scanner usage increased dramatically

19. Product comparisons, coupons, inventory management, GPS-based offersGetting more out of search

20. Search Evolution Requires Goal Evolution Getting more out of search

21. CMO/CEO Job is Evolving The best or nothing. That is what drives us. Getting more out of search

22. Stay away from this Bounce Rate Site Copy CTR / CPC / Imps / Rankings Traffic Too Much Data Cool Getting more out of search

23. Evolve the Conversation into this Missed revenue opportunities Delivering the Experience Conversion / Sales / LTV Engaging your Audience Actionable Insights Sales Getting more out of search

25. Deliver a true discovery experience

26. Evolve your goals