Special Report: Search Engine Marketing

If consumers find a site by searching for “cashmere sweaters” and “sale” or “discount,” they should click through to a page from a marketer’s site that shows such sweaters up front. If you prefer to have browsers land on your homepage, that’s OK, as long as there’s a clear path to find cashmere sweaters, she says. “Be sure there’s promotional language on the homepage to convert those visitors to buyers.”