According to Larry Kim, founder of search engine marketing company WordStream, “The click-through rate of paid search advertisements on Google now outnumbers ‘free’ organic search result listings by nearly a 2:1 ratio for high commercial intent keyword searches…”
Investigating further, tech website www.inc.com points out the following: “When people are searching in order to investigate or make a purchase, over 64% click a sponsored result…unpaid clicks still account for the majority of Google search clicks, but if a keyword is valuable to a business, PPC advertisements typically generate double the number of clicks compared to organic results.”
Unsurprisingly, Google has responded to these developments with a number of new strategies, including making sure that paid ads for high commercial intent keywords (i.e. keywords that people type when they’re keen to buy a product or service) take up more and more of the results page, pushing ‘natural listings’ further down.
In the future, it looks as if small businesses (including B&Bs) will have to rely on social media (and perhaps flash sales) to increase their web visibility.
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