When I read the title of the Mad.co.uk article I knew I was going to blog about it. "Cheapflights CEO warns against Google trap" (log in needed).
The trap, according to David Soskin, is threefold. You have to combine your PPC and your organic search. You need to learn through trial and error. You need to diversify rather than just count on Google.
I agree with all three points.
If you're running a large PPC campaign then it can be easily to rely on Google and, sometimes, Yahoo and MSN simply do not have the volume to keep up. That really is an area to watch.
There are no quick wins, certainly not in SEO and even with PPC - although you can make quick and decisive steps - you do need data and time on your side to begin to really optimise the account.
You certainly need to combine your PPC and SEO strategies. There are very few agencies known for good SEO and good PPC and so it can be a challenge for some big brands to find help here.
Ahem. Now for the other reason why I knew I would be blogging about these comments from Mad.co.uk's SEO conference. I was pleased to see that Soskin cited British Airways as a company that deployed a good search engine marketing strategy. Clearly I can't discuss that much at all but I think BA has done very well with Google Earth and the marketing campaign around it.