Attracting and Understanding Your Users

Abstract

Users can learn about your website through many different ways, each called a channel. One might be through social media. For example, new users might learn about and join MyAppoly via a Facebook post or a tweet. Another channel could be through referrals (jargon for word of mouth). Yet another could be through an email marketing campaign. As you can see, there are several ways to reach potential customers and convince them that it is worth their time to consider your website. This chapter focuses on the rise of search engines and the two prominent channels associated with them: organic and paid search. Organic search refers to the results that pop up from standard search. When you search for something online, you notice paid advertisements relevant to your search terms at the top of the search engine results page (SERP). Paid search refers to the presence of these ads.