Scott Buresh, of Medium Blue Internet Marketing has a good article over at Marketingprofs.com this week. With Yahoo! introducing a new version of their paid inclusion program an other search engines adjusting, or even dropping theirs, Buresh explores the importance of natural, or organic search listings.
Natural Search: The Great Equalizer: "Natural Search: The Great Equalizer
by Scott Buresh May 11, 2004 " Why is natural search important?

Savvy searchers who understand the difference between paid and natural results are more likely to hold the natural results in a higher regard, much like a person reading a magazine would probably be more positively influenced by an article about a particular company than by a paid advertisement from the company.

To most huge corporations, search engine optimization is often a very small piece of an enormous puzzle—and it is a piece they have been doing without for years. The necessary steps required to fully embrace the channel are often enough to stop any well-intentioned initiative in its tracks.

As most search engine optimization experts will tell you, some of the most egregious search engine mistakes are consistently made by household-name companies—leaving their smaller, leaner competitors the opportunity to take full advantage.

So, remember just 'cos the big boys do something does not necessarily make it clever or right....

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