Marketers Need To Place Equal Emphasis on SEO and SEM

Share this article:

A recent study conducted by WebSideStory Inc. implies that in terms of generating conversion rates at e-commerce Web sites, paid and organic search are pretty much even.

Paid search has only a slight 9 percent edge in conversion rates over organic search. The findings of the study were surprising, as many thought paid conversion rates would be much higher.

"[Marketers place great emphasis on] paid search through pay-per-click outlets such as Google, MSN and Yahoo," said Erik Bratt, director of corporate communications at WebSideStory. "But organic search is not to be overlooked and is equally valuable in generating conversions."

The study analyzed about 57 million search engine visits during the period beginning January, ending August.

"There are arguments to be made on both sides - organic search has editorial integrity, which consumers seem to value," "But with paid search, marketers control the message and have the opportunity to eliminate under-performing keywords."

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.

Top 20 Percent Is Twice as Good at Converting as the Rest

Top 20 Percent Is Twice as Good at ...

There are five reasons elite marketers trounce the competition: testing, targeting, spending, mobilizing, and democratizing.