Marketers must ensure their company is present in search results at all stages of the buying process, an expert has indicated.
While data might point to one particular keyword as being the most used by consumers when visiting a company's website, the user could have started the process of searching for that company some time ago, using different keywords, according to .net magazine's Gary Reid.
Companies should therefore carry out the proper research and ensure their search engine optimisation (SEO) strategies use the most relevant keywords at each stage of the buying cycle, he said.
"Blindly optimising for a set of keywords you think is appropriate is a quick way to waste time and money," Mr Reid stated.
"You really need to work smart to get the best from your efforts."
Search marketing strategies such as SEO and pay-per-click accounts for half of all spending on internet advertising globally, according to MarketingSherpa.