A recent article in MediaPost discusses the importance of incorporating search in the overall web design process for companies (“How Search Fits Into the Web Site Design Process” (http://www.mediapost.com/publications/?fa=Articles.san&art_aid=99289)). This element may sometimes be overlooked. A great deal of emphasis is placed on SEO and SEM approaches to increase marketing returns; including incorporating natural search in the process i.e. using site language and messaging that is similar to the user’s perception of your product or service. In principle, this makes sense, but an integrated approach may be more advantageous. Thinking about search element in web site design is relevant to increase product/service awareness. However, the best form of marketing that is also most cost effective is viral/buzz marketing; marketing that is organic and does not trap companies on the SEO/SEM bandwagon. Word of mouth publicity can go a long way to attracting potential customers to one’s website. Companies like Netflix have done a great job with this. A lot of its digital/emerging media strategy integrates both online and offline media and most individuals first learn about the Netflix from friends and other users of its movie services. While thinking about access / search in web design is relevant, a holistic approach may reveal greater rewards in the long run.
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