Search engine marketing and search engine optimisation. Reflect on Marketing in action 13.1. Not all marketing organisations

❻ Search engine marketing and search engine optimisation. Reflect on Marketing in action 13.1. Not all marketing organisations use Google Adword and Adsense campaigns. Oddly, they also ignore attempts to rise in the natural listings (as opposed to paid listings) on search engines.

How might we assess this latter claim? (Learning Objectives 1, 2, 3, 4 and 5)

(AACSB: Communication; Use of IT; Analytical Thinking)

Critical thinking exercises