Seeing Between the Lines of the Search and the Click

Search marketing is an intense and competitive battlefield, and for those of us in the trenches it can feel like being dropped in an unknown location without a map or GPS to guide us.

To date, the ability to track actual consumer behavior from a search to a click has been virtually non-existent. Because search engine results pages (SERPs) are different for every consumer based on past search behavior, location and social connections, capturing competitive intelligence is increasingly difficult. For search marketers, this means little to no visibility into what is happening on the SERP such as who is listed first or what words were used to perform the search.

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