E-commerce: Three Lessons Learned From Holidays Past

3. Focus on paid search. Although some pundits have suggested that organic search optimization is more worthwhile than paid search, many merchants increased spending on paid search in the days approaching Christmas last year. Shop.org officials noted that the ROI of paid search dipped in correspondence with this increased spending, and cautioned merchants to pay close attention to both paid and organic search to get the most bang for their buck.