Lot of SEO expert views have clashed over the issue of paid and unpaid searches. Unpaid searches, also known as organic searches are the ones in which the search result lists and ranks pages purely on the basis of content and keyword relevancy.
However, in paid listings, the one who pays the maximum for the relevant keyword gets the highest rank, regardless of the relevancy of content.
SEO expert reviews rate Google as a pioneer in unpaid searches that stands high for fast and highly relevant search results based on the content of the page, links pointing to that page, and several other criteria. Google clearly differentiates between the paid and the unpaid links. Expert views emphasize on the benefits of unpaid searches.
These usually receive more clicks than the paid links. This is because the target customers tend to trust the unpaid search results more than the planted paid results. Greater conversion rate automatically comes from more trust. So, they also have high conversion rate. Moreover, they are free. You already spend a certain amount on getting the search engine optimization done then on top of it if you still have to pay to get listed in the search results, it can be frustrating.
Some expert views that profess paid searches say that getting ranking in the unpaid searches can be difficult and time consuming so paid searches are anytime better. Yes, they can be if you are looking for quick and effective results. Say for example, your website is buried deep within the search results then the paid search can come to your rescue and help you get high ranking without much of an effort.
One area where expert find paid search almost indispensable is online branding. If your company is a big brand name then there would be certain search criteria for which the customers expect your website to be an obvious choice for high ranking. Now, if your site does not appear in the high ranks, it can be a blow to your brand image. However, if you pay to get high search engine rank, you can give the impression of big business importance.
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