Case Study: TopBulb Beckons with Search Engine Terms

Once terms were established, executives made sure that while the hotlinks for each varied, all of them took the consumer to the relevant product or category page within TopBulb.com. Bonello, a psychologist by training, believes the fewer steps between the inquiry (stimulus) and the desired search result (response), the greater the probability of a sale. In fact, the only search terms that lead to the home page are the ones so general it makes no sense to send consumers anywhere else.