“Organic” or “natural” search results are those sites that are found based on a search engine’s algorithm. This algorithm uses variables such as keywords, content, coding, and architecture to determine rankings. Simply stated, natural search results are those sites returned when you type words into a search engines search box.    

 

Most customers will get better conversions from organic optimization than they will for pay-per-click. This happens in part due to click fraud or people merely clicking on certain ads to boost their adsense revenues. Determining click fraud sources is somewhat difficult, although investigations do sometimes catch the culprits. These investigations analyze factors such as IP address, duplicate clicks, and other clicking patterns. In the end though, they are subjective and sometimes impossible to determine. At the minimum, running invalid clicks reports take valuable time.

 

Research by MarketingResearch.com indicates that, as much as 30% of paid search traffic may be fraudulent (Thursday, 30 June 2005). They discovered that individuals or organizations conducting click fraud are using advanced cloaking technologies that may circumvent preventive systems such as those used by Google. In the majority of click fraud cases investigated, click-fraud criminals were using rolling-IP distributed attacks from multiple countries. The research also showed that it appeared that there might be organized human click-fraud campaigns using low-cost third-world labor.

 

 

Pay-per-click (PPC) involves the buying of keywords. You can specify ad copy, and determine where your traffic goes. Even if you use pay-per-click for traffic, you should also be seeking Search Engine Optimization to increase traffic and sales.