About a year ago, as Thanksgiving 2008 drew near, I wrote an article about a phenomenon that I dubbed the turducken disconnect. The full title was The Turducken Disconnect: An SEM Fable for the Holidays and the main point, hidden among some seasonal yarn spinning, was this:
If you are A. selling things online, and B. trying–through paid search or organic search–to get people to come to your site to buy those things, then we can reasonably assert C: someone who searches for one of those things and clicks on your link in search results should land on a page featuring the item they were seeking.
I went on to say–by way of example–that if you sell turducken and someone clicks on your paid search ad for turducken, your site should greet them with a turducken. It does not have to be a talking turducken. It doesn’t even need to be a specially-priced turducken (although that could be a good way to convert first-time visitors into first time buyers). The point is, your traffic from the search term “turducken” should be met with turducken, not sausages or fish stew, regardless of how mouth-watering those other items might be. Read the rest of this entry »
David Brussin
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