Organic is here to stay
- Posted by Kati on November 17th, 2003 filed in mktg brainlog
Interesting recap of the options in search marketing, with a few well-founded arguments for concentrating on organic search in addition to pay-per-click.
The Pay or Not-to-Pay Conundrum
“Even though consumers might think paid ads are annoying, research and revenue proves that they will click on links that are relevant. How annoying is it to enter a search term, receive 270,000 possible results, and choose none of them? Only 21% of searchers consider their search activity truly a success according to a March 2002, Mondosoft research study. The verdict? We have a long way to go in achieving search efficiency before we can bicker about which click is better.”
Recap: There’s a long way to go in optimizing and search technology to deliver relevant results. Only then will it be worthwile to put organic and paid search marketing on the same level.
My conclusion: Until then, optimize to deliver relevancy on key phrases and pay for clicks that would otherwise go to the competition, or clicks that offer low ROI to optimize for, but good ROI for paid clicks.