Ricky Search Essay

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1. What should Kiril focus on next? What should be his lowest priority? Why? I think Kiril should focus on drawing new customers through search engines, especially Google since it is the biggest search engine in the world. According to the article, wallets are natural impulse purchase, in need of replacement and bought as presents quite often. Therefore, once a person searches “wallet” through search engines, we can almost assume that he/she is really going to buy a wallet, which makes effectiveness of attracting new consumers through search engines very crucial. As for the algorithmic search, Kiril does not have to pay the search engines at all. Keyword is the only relevant element in this method. What Kiril has to do is to pick out the best-fit keywords. However, it is not guaranteed whether the site would appear by …show more content…

Kiril wants to develop a tool for bigskinny.net asking customers some questions regarding to lifestyle and aesthetic questions. This tool’s intent is to help customers choose wallets, yet it will take longer for customers to buy a wallet, which may cause them to be impatient and lead to not buying wallets. 2. Evaluate Big Skinny’s sponsored search strategy. Are there any search keywords for which you would encourage Big Skinny to increase its bid? To lower its bid? I would encourage Big Skinny to place keywords like “thin wallet”, “thin leather wallet”, “thinnest wallet” or “big skinny” at high bids, which will directly bring clients who search for smaller and lighter wallets to big Skinny. Also, according to Exhibit 4 in the article, these type of keywords do have more clicks and click-through rates comparing to other keywords. Big Skinny should reduce bids on keywords like “thin super skinny wallet”, “thinnest wallet ever”, and “thin sport wallet” – basically any keywords that did not give back decent results. 3. How effectively is Big Skinny using social media to sell its

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