Coordinating organic, paid search efforts
March 04, 2008 | Internet Marketing
There are countless ways that paid and unpaid search efforts can complement each other and work together. Therefore, you can exploit the best of both worlds by employing both to some degree.
It’s always tricky to decide how much resources (time, effort, money) should be invested in your search marketing efforts versus other online activities. This decision will depend on a variety of factors, such as your key marketing objectives (awareness vs. action), your target audience’s behavior (e.g. search engine usage), and your company’s comfort level with various online media.
Even once you’ve decided what kind of investment you’ll make in search marketing, it becomes more difficult deciding how to split this budget between organic and paid search activities.
This article aims to help guide you when attempting to make an appropriate allocation between your organic and paid search initiatives.
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