• MoreVisibility, Wednesday, September 3, 2008 1:17 PM

When you've attained prime organic placement for a client across the major search engines, the question of why/whether they need to continue to (or start to) invest in PPC for their branded terms may arise. And the MoreVisibility team has got some insights to help you formulate a good answer.

"In reality, having strong positions in the natural listings in addition to strong presence in the paid listings gives your website (and business) the best chance for success in online marketing," the team says. That's because you can't bank on searcher behavior. Some users may just click on the first result they see, while others scan the entire page before making a choice. Meanwhile, some searchers make it a point to avoid paid results, while others make a beeline for them.

There's also the question of competitive advantage. "Just because you rank high for your business name organically doesn't mean the web surfer won't click on the paid ad your competitor is running on your business name," the team says. "Why give your competitor a chance to grab that lead because you rely on only one section of the page?"

Read the whole story at MoreVisibility »