"the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results." Algorithmic results are supposed to be unbiased and highly relevant which is why Google keeps its proprietary algorithm so closely guarded. With the purchase of a search engine marketing company such as Performics, Google is put into the conflicted position of trying to generate profits by providing result-oriented organic ranking services for its own "unbiased" organic search results.
In addition, Performics provides other services within the realm of search engine marketing that add another dimension of conflict. For example, it provides paid ranking campaigns (pay per click, banners, etc.) that are designed to provide quality returns on investment.
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