Apply IT Concepts to Business Decisions Review the information in Section 6.1 about the
three types of searches that people conduct on search
engines. Put yourself in the role of an SEO consul- tant for your college or university.
Why is it important that businesses maintain a high level of visibility on search engine results pages?
Why are organic search listings more valuable than paid search listings for most companies over the
long term? Even though organic search listings are more valuable, what are some reasons that compa-
nies should consider using PPC advertising as part of their search marketing strategies
