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Conundrum: Organic vs. PPC

  • ClickZ, Friday, October 17, 2008 4 PM
Thinking organic results served up by search engine algorithms are more relevant to most users' queries than the paid results? Search engines have, well, "largely manufactured this perception because each engine seeks to endear itself to users as an honest broker whose neutral algorithms will unerringly separate the wheat from the chaff," according to Kevin Lee.

While appealing to assume organic results are pure, in reality it is much more complicated, and, in many ways paid listings provide better, more useful results than organic ones. The more likely the query has commercial intent, the more often paid search trumps organic. Lee tells us why.

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