Years ago when pay-per-click ads were new, the first tests showed that searchers preferred to click on the links that appeared on the search page (“organic results”) rather clicking on than the pay-per-click ads. I saw a recent comparison yesterday, when Gord Hotchkiss of Enquiro published an article saying results have remained remarkably steady over the past six years: for commercial searches, about 70% of searchers click on organic results, while only 30% click on the pay-per-click ads.
This is important information for firms trying to decide how to allocate resources between pay-per-click campaigns and search engine optimization.
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