I’ve been telling clients and colleagues alike since 2009 that pay per click advertising is becoming less and less effective. Using sophisticated eye-tracking equipment and “heat maps” (which can tell us where people are looking when they land on any web page), several studies now prove that users spend more time looking at the organic search results versus the pay per click advertising usually found in the right margin and at the top of most search engines.

Emarketer.com just rolled out another revealing study indicating that while paid search was viewed less than 30% of the time depending on the search engine, organic search results were viewed 100% of the time.

This is overwhelming evidence that makes search engine optimization (SEO) more important than ever. [Read more]