TABLE OF CONTENTS This strategy requires prominent placement on terms that are commonly used. When constructing a portfolio (see Keyword and creative selection below) the focus will be on generic words and phrases as well as the branded terms specific to the company and website in question. For this reason the following mix is recommended.
| Paid For Placement | Paid For Inclusion | Organic Search |
|---|---|---|
| Yes | No (optional) | Yes |
Paid For Placement (PFP) has been selected due to its ability to rank terms at the highest and most prominent placement within the search landscape. This includes both generic terms that have the highest search volume and also the branded terms related to the firm or organization.
Organic Search has been selected as it has one of the best opportunities for branded search. Additionally, if the site is well optimized it can be used for generic phrases, but above all else the ability for an organic listing to appear in the most prominent placement in the organic listings can account for up to two thirds of all click throughs from search engine to site according to an iProspect survey in early 2004. [3]
Paid For Inclusion (PFI) has not been selected as it lends itself well to an ROI or commerce related strategy and not one of branding. The specific nature of the searcher's requests suggests a progression past an awareness stage (following the AIDA model) and more towards one of interest/decision. It has been left...
