There is a reasonable argument that suggests paying for ads on search engine results pages [SERP] for certain keywords can help develop your brand even if your site is high in the organic listings. But take a look at the first page of the SERP for a search on "Sunderland University".
Yep - 9 of the 10 listings are for Sunderland University. So why bother with the paid listing also? Having been derogatory about this, the university has got ads on other keyword searches where it doesn't feature in the organic listings. But then again, some of the sites in those organic listings seem to be there almost by accident. Maybe a serious SEO campaign might be a better long-term plan? [I assume its marketers know the stats on organic vs ad clickthrough performance].
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