Not sure how I missed the point completely. Here are the points, as I see them: - Ontario Tourism ignored a huge number of searchers that were actively looking for them on the web - The budget was there, but was being allocated instead to "push" channels (as in Liz's post) rather than far more effective "pull" channels - Pull should always be your first dollars in, because it connects you with engaged prospects - This is the official site of Ontario Tourism, a trusted resource, and they should be present for the logical queries - For the cost of one newspaper ad in one daily, they could have captured 50,000 to a 100,000 engaged prospects - When I say it only counts if you're seen refers to the user perspective, which is my favorite point of view. If I do a search for "ontario vacations" and the site isn't there, in my eyes they're not "doing search". And that's my point. BTW, your captcha verification is almost impossible to use..just so you know