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We spend a lot of money on search marketing. Should we continue to purchase as many keywords as possible ?

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Forrester, in its annual report on how consumers found websites during the past year, discovered that 54% of respondents found websites through natural search results in 2012, up from 50% in 2011. Social networks were the second-most preferred discovery resource, with 32% using them in 2012, up from 25% in 2011 and 18% in 2010.

In addition Google is now ranking websites based on content and shared content not just your brand. If you’re using a content marketing strategy you could be missing the mark with organic search if you’re not integrating the content with your brand.

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