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A number of search marketing firms note a recent rise of interest in optimizing for natural search, in part a function of the rising cost of popular paid search keywords and greater focus on reducing paid clicks that don’t produce sales. According to Brian Klais, vice president of search at Netconcepts, a search engine and web site optimization firm, online retailers are getting more sophisticated in their approach to natural search marketing. Klais says that while SEO best practices haven’t changed in years, marketers have begun shifting from other media to natural search in a bid for better cost efficiency.
“We’ve seen leading brands amp up their natural search spend by factors of 5X to 10X, and change their natural search approach from a one-time project to one that treats natural search like a direct marketing medium, with testing capabilities, ROI requirements and data-driven decision-making,” Klais says.