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.
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.