• SEO Book, Tuesday, May 19, 2009 4:15 PM

Click fraud could be one reason businesses are shifting from paid search to search engine optimization (SEO), according to Aaron Wall. He shares his own experience. About a month ago he cleaned out some of the spammy sites from his content targeted ads to find abnormally high clickthrough rates, and PageRank 2 search engines he had never heard of before.

Wall believes the rise in click fraud has led Google to change its policy on trademarks. The changes allow advertisers to use branded keyword from partners in ad copy in the United States. He makes the point that companies can't possibly police all the shady ads that Google will deliver on the contact network. So, an alternative would be to outbid everyone else to retain the brand equity the company already built. A series of charts, graphs and quotes from industry leaders emphasize Wall's point.

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