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Balancing Paid & Organic Listings is one of the more interesting sessions that Rusty covered from SES 2005 Toronto.
During the session Greg Jarboe from SEO-PR brings up some very important questions regarding targetting search marketing campaigns:
- Who is doing the searching?
- What are they looking for?
- Whom are they looking for?
- And then what are the effects?
Plan a marketing campaign with your audience in mind – the more you understand your audience, the more successful the campaign will be.
During the session, both Greg Jarboe and Joe Larato pointed out that the majority of search marketing budgets went to PPC, while organic search resulted in higher conversions.
Read the SES 2005 Toronto session overviews at SE Roundtable.