Jonathan Mendez on Search Goals

Search Goals Classes by Jonathan Mendez

Jonathan Mendez, formerly of Digital Grit and now OTTO Digital of Offermatica, is an Internet marketing strategist that I have come to deeply respect for his analytical approach and well-researched insight. I’ve seen him speak at SES 2005 on several panels and found his talks, direct, honest and insightful without the cliched gloss of a PR spokesperson.

Mendez, in “Searcher Goal Classes” on Optimize and Prophesize, reminds Internet marketers that the audience is human and people searche online with certain goals in mind (see excerpt of chart above):

Understanding searcher goals is the single most important element to raise your online marketing ROI. It gives you the knowledge base to craft finely tuned titles and descriptions, the clarity to create display ads that draw user attention and provides clear direction to focus your landing pages messaging and offers. It is not an easy task to obtain goal definition in search but it is a very valuable and essential practice since it makes everything you do more relevant to the user.

Read more here. And be sure to check out his “Seach Goal Classes” chart (PDF).







4 responses to “Jonathan Mendez on Search Goals”

  1. Jonathan Mendez Avatar


    Thanks for the kind words. Good luck with your blog and hopefully we’ll get a chance to meet at SES San Jose.


  2. Daniel R Avatar
    Daniel R


    Thank you for stopping by. I’m sure we’ll get a chance to meet at SES San Jose one way or another.

    I would like to know more about OTTO Digital sometime. Is it still in stealth or only for current Offermatic clients?



  3. Jamie Roche Avatar

    First off I need to come clean that I work with Jon.

    More important, the concept of visitor intent is deeply nuanced. Reviewing word lists and groups reveals information on a subset of the visitors, but what about the (usually much larger) group of search -sourced prospects who go to Google and type in

    What can we infer about these people that will inform our landing page treatment?

  4. Daniel R Avatar
    Daniel R


    Good question.

    I think those type of navigation searches are no different than bookmarked or direct type-in searches in terms of behavior. The analytics data of clients I’ve worked with seems to also confirm this, but if you have differing stats please let me know.

    Indeed, there’s a joke that enough people who have Yahoo! as their homepage (Via SBC ISP et al), but yet still type in ‘’, that Yahoo knows suggests to the user to “Want to Search with Yahoo?” instead.

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