By : Admin

While most online marketers would agree that SEO and PPC are essential in search engine marketing, many people are on only one side of the fence. Either they advocate PPC or SEO. Both (SEO and PPC) has their pros and cons. Some might praise PPC or some may SEO. However, this debate do not decreases the value of any of them; rather SEO and PPC can work better in co-ordination. I believe that they should go hand in hand together and compliment each other. There are several reasons that could give you a platform to trust that they could be better friends than foe.

Keyword Tools Are Not Accurate: Even Wordtracker says its database is skewed. With PPC you can get the raw data. Assuming there is minimum skew from invalid clicks. If you run a broad match campaign over a set period, you can mine the real most popular keywords from your server logs.

Not All Keywords Convert: Having ten thousand unique visitors a day come to your site using a search term is all well and good. With a PPC campaign you can find out what keywords convert. You can also pour your time into an organic SEO campaign for this purpose. Although a general conversion idea can be gained from PPC and applied to your SEO efforts.

Meta Descriptions Are Essential: Meta descriptions are the little snippets essential to getting users to click through to your site in organic listings. With PPC and SEO, you can optimize your call to action and description to maximize your CTR on organic listings. It may even be possible to get a higher click through rate in the second or third organic position if you have the perfect Meta description.

Relevance is rewarded: Search engines wants to provide relevant results in the organic search results. Knowing and improving your quality score for certain keywords can reveal how relevant they think your site is for any given keyword. With PPC you can find what keywords work and what keywords don’t and optimize your organic listings according to that data.

Long Tail Gold and Mining Only the Valuable Terms: Long Tail Search Running a broad match PPC campaign and mining long tail keywords that converted can give you an absolute goldmine of information. You can obtain a number one organic position for many, many long tail keywords by simply getting a single back link with that anchor text or writing an article on that exact topic.

Landing Pages Can Be Optimized Quickly: You can get the visitor to your site through SEO. With PPC you can split test different landing pages and use multi variant testing to make the ultimate landing page. So when you reach that coveted number one position, you are ready to convert that visitor.

The Power of Branding: This subject has been beaten to death but it is well know and documented that the more real estate your brand occupies on any given SERP the more trust and recognition you will receive. If you have a well optimized PPC campaign and landing page you should be able to convert the visitor who clicks on your paid listing anyway. Every visitor to your site has a value.

To conclude, most people rely either on at least an organic SEO campaign or a paid search (PPC) campaign. But to maximize your ROI it will be best that SEO and PPC should go hand in hand to compliment each other on exposing your company or brand to not only as many people as possible, but as many of the right kind of people.

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