Heather Hopkins - VP of Research for Hitwise, UK. Her role is to evangelise and help clients understand the sheer volumes of data available.
- Heather Hopkins describes pay per click and compares with organic search engine marketing...
- She suggests that the titles of the two types of search are misleading, as you do pay for organic search marketing
- She considers consumer behaviour, specifically about the results that appear before the organic listings
- Heather describes how consumers focus on the words shown in the description of the result rather than whether the result is paid for or not.
- Search is constantly changing for instance Search overtook adult as an online activity
Heather concludes that the market is constantly moving and that search continues to provide a method for testing, and how social media delivers users for search.
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