• WebProNews, Thursday, November 8, 2007 1:45 PM

Search marketing encompasses multiple strategies, but according to Kara Ratliff, the first challenge many businesses face when crafting a search plan is choosing whether to focus on PPC campaigns, organic SEO or some combination of the two.

First she extols the virtues and drawbacks of both practices, from the methodical, relatively concrete nature of paid search, to the ambiguous, hit-or-miss art of organic optimization. Then Ratliff recruits search pros Jeremy Schoemaker and Dana Todd to weigh in on the topic.

Schoemaker notes that one distinction is whether there's an actual product being sold. So while bloggers and other media content providers may be best suited by SEO, sellers of goods or services can use paid search to gain revenue. Todd adds that neither practice exists in a vacuum, and businesses should try to use both if possible. There is also a link to video of Ratliff's interview with Todd and Schoemaker.

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