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PR to boost natural search popularity
Natural search listings are due to become ever more popular on search engines, according to a study commissioned by public relations agency Network PR.The figures show that 85 per cent of online Australians regularly use search engines and that 85 per cent of these click on the natural language search (or organic search), which is based on editorial content more and more, PR Leap reports.
Editorial content is due to become more important in the marketing of products online, the agency says.
That's not to say that more traditional online marketing methods such as pay per click are losing their lustre - indeed, Network PR's managing director, Grant Common, says that "there is no suggestion that pay per click won't continue to be the major online marketing tool."
However, he adds that "just as PR has emerged from the shadows of advertising in working with traditional media it is poised to do likewise with regard to our fourth mainstream media – the web".
This is the case, he believes, because the web is becoming more and more like traditional media, with search engines extending editorial and advertising sections.
The increasing complexity of search engine optimisation reflects the growing significance of the sector as more companies attempt to capture the burgeoning online market.
SEO News posted on 02 November 2006
