“Webmasters who spend their energies upholding the spirit of Google’s basic principles will provide a much better user experience and subsequently enjoy better ranking than those who spend their time looking for loopholes they can exploit.”

Source: Google, "Webmaster Guidelines"

“The average CPC will increase from $0.39 in 2004 to $0.58 in 2010. To mute the effects of increases, marketers must add search engines, while deeply exploring keyword and creative strategies. Unsophisticated bidding strategies decrease paid search ROI.”

Source: Jupiter Research, "US Paid Search Forecast 2005-2010"

“Marketers say bloggers' unsolicited opinions and offhand comments are a source of invaluable insights that are hard to get elsewhere. "We look at the blogosphere as a focus group with 15 million people going on 24/7 that you can tap into without going behind a one-way mirror," says Rick Murray, executive vice president of Edelman, a Chicago public-relations firm.”

Source: Wall Street Journal

“The cost per click of a PR [press release] campaign can be less than driving traffic through the purchase of keywords in a pay-per-click campaign.”

Source: Marketing Experiments, "Research Brief (Press Release)"