Thanks to Sanj Selvarajah, AIMS member and volunteer for sending in this perspective on search engine marketing. Sanj raises a good question for discussion at the search engine breakfast event next Tuesday.
"I wonder to what extent small office and home office businesses in Canada are using search engine marketing to promote their products and services? It seems to me that this would be a cost-effective and more targeted way to promote their business and reach consumers compared to other mediums. The fact that it has not been adopted as well in Canada as it has been in the U.S. tells me that the case for search engine marketing needs to be made more often to businesses. In this article by Sheena Daniels, she makes a case for pay per click advertising compared to search engine optimization.
There seems to be a bit of controversy over paid inclusion and whether it is misleading or justifiable for companies. My question is doesn't paid inclusion go against the reasons for an internet user using a search engine, which is to obtain results and ranking based relevancy rather than how "affluent" a website is? It seems that Google is not following this practice."