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Summary

You are on your way as a search marketer! You have learned the three basic techniques in search marketing: organic search, directory listings, and paid placement. Each technique proves advantageous under the right circumstances, but each one must be handled with care to avoid the pitfalls. Table 3-4 summarizes the strengths and weaknesses of each technique.

Table 3-4. Search Marketing Techniques Comparison (Organic is hard to do but yields high reward, whereas paid happens quickly but requires higher investment.)
Search Marketing TechniqueHow Much Expertise Is Required?How Much Traffic Can It Drive?How Qualified Are the Visitors?How Soon Do You See Results?
Organic searchHighHighHighSlow
Directory listingsLowLowLowModerate
Paid PlacementModerateHighHighFast



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