Search engine marketers shouldn’t ignore search engine optimization (SEO) efforts. Indeed, if you engage in paid search advertising or search engine marketing (SEM) campaigns, you’ll get even higher brand visibility, trust and sales by combining SEM with SEO.

Research by iProspect echoes earlier studies showing that brands with high visibility in both the paid and organic search engine results elicit greater recognition, trust and purchasing among consumers than paid search advertising alone.

iProspect finds that while advertising in paid search increases consumers’ favor towards a brand by 28 percent, combining it with high organic search engine visibility increases brand favor by 40 percent. The combination of organic and paid search impressions also increases brand trust by 50 percent.

Source: Jonathan Allen, “Forget Clicks, iProspect Study Shows Ad Impressions Drive Purchases & Boost Brands,” Search Engine Watch, November 19, 2010

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• Why SEO Beats PPC Advertising: Most Search Engine Users Ignore PPC Ads

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