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Ecommerce
Articles >> Search Engines Optimization
Why is natural search important?
Savvy searchers who understand the difference between paid and natural results are more likely to hold the natural results in a higher regard, much like a person reading a magazine would probably be more positively influenced by an article about a particular company than by a paid advertisement from the company.
It is also likely that natural search will become more important in the coming months. Yahoo’s new SiteMatch program, which mixes some paid results with natural results, is certain to get some close scrutiny from the FTC (even though the fees paid are not supposed to influence rankings). This type of public attention will no doubt educate some oblivious users as to what “sponsored results” actually are. More importantly, other search engines are likely to use this as a means of differentiation from Yahoo. It is no coincidence that AskJeeves announced that it was getting rid of its similar program the day after Yahoo’s new program was unveiled, claiming that it was impossible to produce unbiased results using this methodology. Microsoft also recently claimed that they were taking steps to further differentiate paid results from natural results. No matter what the end result, one probable outcome of this new attention to paid search engine advertising is that more average searchers will learn the differences between paid and natural search results, and many will instinctively favor the latter.
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Information last updated: 8th May 2006.
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