You should be doing SEO. You probably should be doing PPC. They work well together.
Those are basic facts of online marketing. Anyone who has been to a search conference and attended a PPC vs. SEO session knows that.
I was on one such panel at the Online Marketing Summit last week, but I didn’t talk about why you would use PPC instead of SEO or even how PPC helps SEO.
Instead, I focused on one important development that’s redefining the search engine results pages (SERPs): the shift in the balance between paid and unpaid listings.
Putting it another way: Paid search as your organic competitor.
Paid Search as Your Organic Competitor
To illustrate this concept, let’s use the example of Norton Antivirus — makers of PC protection software. Consider three different queries:
- Brand Search Query: [norton antivirus]
- Head Search Query: [anti virus software]
- Long Tail Search Query: [adware removal program]
Play > Stop