Organic search engine optimization (SEO) is considered a higher priority by most seasoned marketing pros when compared to pay-per-click (PPC) and other online ad programs, especially for branding campaigns. Here is one good reason why:

‘Heavy clickers’ distort online advertising 

The people clicking on your banner ads may not be the target audience you’re seeking, according to a new Starcom USA study. The study revealed that so-called “heavy clickers” are typically between the ages of 25 and 44, with a household income of under $40,000. They represent only 6% of the online population, but account for 50% of all display ad clicks.

Heavy clickers spend about four times more time online than non-heavy clickers….they aren’t necessarily brand loyal and often don’t even pay attention to the brand they are buying….

Source: BizReport.com, February 13, 2008 (Hat's off to the Greater Richmond Chamber of Commerce for including this piece in their email newsletter, "Business Intelligence Report," March 2008)

Assuming the above is correct, there is a tremendous amount of money being spent on 6% of the online population when you consider these recent reports published by Continue reading