There’s no excuse nowadays not to be optimizing across multiple channels. There’s heaps of tools available from no cost tools to paid tools and there’s plenty of consultants willing to help you get out there and lead you down a path of optimization.

Just remember though, 90% of optimization is done by people, only 10% by the tool. It’s people that create the optimization strategy, the ideas to test, the segments, the content, the creative and of course, the insights that come from the results – both good and bad.

So how do you know if free is ok or whether you should invest in something a little more robust? It depends how serious you are about optimization. It also depends on what analytic tools you run as well. It depends on what you actually want to achieve.

While Jerome is busy posting about the in’s and out’s of implementing Search&Promote, I thought I’d wade in with a post on why businesses should consider their search as a missed opportunity.

I’ve previously posted on what I think is a hidden gold mine of information called internal search. It’s an area of the site that many companies, quite frankly, ignore.

“Not too sure how to do anything with it, we assume it’s working just fine serving up results to random queries, so we’ll leave it alone and focus on our core purpose, driving people into our conversion funnel.”

Or something along those lines.

If that’s you, go stand in front of a mirror and slap yourself a few times! Wake up and smell the coffee…there’s much more to search than that!