Search engines must continue to deliver relevant, useful search results or risk losing market share. As a
result, the number of sponsor links per page will continue to be limited. This will over time continue to drive up per-click costs as more competitors seek to acquire these
terms. The Answer - get good natural search results ranking.
Advantages
- Credibility - Surfers believe the best companies are at the top
- No pay-per-click costs
- Search engine providers share results so top listings may appear in multiple engines
Disadvantages
- Popular terms - difficult to obtain top listing
- Results can take up to 90 days
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