Information retrieval Search Engines in the form of electronic card catalogues, Lexis/Nexis, travel reservation systems and private search databases have existed long before the Internet.
Even before web browsers came into existence, in the early years of the Internet, there were search engines running a variety of programs and protocols. Developers, thanks to their sense of humour, gave their programs and protocols comic character names like Archie, Veronica, Jughead and the like. When the browser was invented as an interface for search, information could now be displayed in graphical form.
The concept is a pretty simple and straightforward one. When a use searches the Web through either a text box or by clicking through a directory hierarchy, they are in "hunt mode." This mode is an indication that a user is looking for relevant information regardless of whether it is of a direct or indirect commercial value.
For marketers, this mode is indicative that a searcher is somewhere in the buying cycle ranging Ong from researching a product or service to satisfy either an immediate or a future need. In essence, search engine results are complementary to targeted traffic no matter whether that traffic originates from organic searches or through paid advertisement listings.
Marketers must understand how to best leverage the benefits contained within this targeted traffic source. To that end they must learn the varied methodologies of both paid and organic SEM to successfully secure their marketing objectives.
Many marketers like to compare organic SEO to brand public relations because brand PR is so important to a company, but it must said that the ROI on brand PR can sometimes be a challenge to measure.
In pursuing SEO generated organic search traffic or paid search traffic, it's best for marketers to engage the service of hiring relevant professionals to get the desired results. These professionals are attuned to the nuances and vagaries of the workings of both SEO and SEM in the form of paid search. They are able to craft a strategy that gets the best out of them in a complementing manner.