Paid search is on the way out - it's time for content to speak for itself.
At least that's what Uri Bar-Joseph claims in a recent blog post in Search Engine Watch. He quotes a range of data and I'm inclined to agree.
So what are these studies that show paid search is no longer in the land in the living? First of all, he says the percentage of total paid search visits out of total visits has declined by 39% in the last year, citing research from Optify.
The B2B marketing software firm also found 57% of marketers spend no time on PPC, and only 4% spend more than 15 hours per week. Not exactly working their noses to the grindstones.
Of course, the point is they are finding plenty of alternative marketing channels to occupy their time.
Social media marketing is one, display and retargeting is another.
A third, as Bar-Joseph explains, is c "There are more and more cost-per-lead programs out there that will yield high volume of leads at a much lower cost per lead than paid search," he says.
"You will need to create content or offers to attract leads."
It keeps cropping up and it's something more and more marketers and business owners are beginning to appreciate: content is central to everything they do online.
Paid search is dead, long live the new King Content!