I was on the phone with a client the other day and they asked me why they should bid on their company name when they already have the number one position in Google, Yahoo, and MSN’s organic search results. I am sure most people would agree, whether it is your company name or an important keyword relative to your business, having a top position in the natural listings is ideal. When your website does not rank high enough for those targeted keywords for your business, having a top position in the paid search results is an excellent alternative. But is it a good idea to ignore the paid search model simply because you already have top position in the organic search results for your targeted keywords or business name?
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. Here are a few reasons why:
We have found that online performance is greatly enhanced if you rank high in the natural search results for a specific keyword and also rank well in the paid listings. In my opinion, when someone does a keyword search and they see the same company ranked high in the natural and paid listings, they feel the company is more legitimate. When it comes to internet users, perception is reality!