Where To Put The Dollars
Whether you decide to go with organic or paid search depends on your goals and the type of products your company sells. For example, are your products in a regulated industry with strict advertising guidelines? "Remember that you're at the search engines' mercy with organic search," she writes. "Therefore, if you have a seasonal product or offering and your key time of year is quickly approaching, SEM may be the quick win you're looking for to capture prospect leads."