The conundrum

One of the key things businesses like about search is its measurability. Whether you choose paid or organic search or a combination of both, it is possible to set clear KPIs and measure your return on investment in terms of traffic and resulting revenue. That said, in an evolving search landscape hit by penalties and algorithms, some businesses may find themselves drawn more to paid search and its ultra-visible equation of X£ in ad spend=X amount of traffic ≈ £sales.

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