How to Integrate PPC and SEO to Have a
Well-balanced Presence in the Search Engines
Looking to dominate both organic search results
and Pay Per Click (PPC) advertising? Since search results and the PPC
ad market are constantly in flux, you definitely have your work cut out
for you. In most cases, it’s simply not possible to dominate both even
if you’re willing to spend a fortune on chances that are still not
promising. You’re better off looking at Search Engine Optimization
(SEO) and PPC as different means of achieving the same goal.
After all, the point of both approaches is to drive qualified traffic
to your website. It is just achieved in different ways. According to
figures from the search engines, 70-80% of all clicks come from natural
search engine results with 20-30% coming from PPC ads. In order to
maximize traffic to your site, a combination of both methods can be
used which, when done correctly, can create synergies that enhance the
effectiveness of both! Here are some ideas to integrate PPC and SEO to
have a well-balanced presence in the search engines:
- Consult with an Internet
marketing expert – Even if your company has an Internet
marketing department, you may wish to consider the advantages of having
an outsider’s perspective on this project. They will be able to provide
ideas and outside-the-box thinking that pays off in dividends.
- Keyword research – The
key to the success of both SEO and PPC is the quality of keyword
research conducted in the preliminary stages. Instead of gunning for
the most competitive keywords and phrases right away, look for
overlooked keywords and phrases that will provide better ranking
opportunities and be less expensive for PPC purposes.
- Optimize your landing pages – Every
PPC ad should lead to an optimized landing page created
specifically for that ad which contains the search terms
used when the PPC ad appears. It’s a little extra effort to make a new
page for each ad but well worth it in the long run.
- Optimize your page URLs too! – Page
URLs that feature query strings should be avoided altogether. Choose
optimized URLs that correlate with each page’s optimized content such
as www.yourcompany.com/lose-weight-fast or
- Track the results, learn, and
adjust – As mentioned previously, both PPC and organic
search results are always changing. Track each PPC ad’s conversion
rates as well as each page’s natural ranking and plan on making
adjustments on the fly. The Internet’s such a dynamic, flexible tool
that your Internet marketing needs to be dynamic and flexible to be
These are the basics of SEO and PPC integration
and success with both approaches is dependent upon a wide range of
factors based on the specifics of your website, such as site
infrastructure, the cleanliness of the coding, how long the site has
been up, how often new content is added, and a whole slew of other
factors. Build the right foundation from the beginning and SEO and PPC
integration will be much easier (and cheaper) to accomplish!
Article Source: http://www.articlesbase.com/sem-articles/
About the Author
Nick Stamoulis is an Internet Marketing and SEO
expert with over 12 years of web marketing industry experience.
Nick Stamoulis is currently the President of the full service Internet
Marketing Firm, Brick Marketing.
You may also find articles by Nick at the TalentZoo.com
website under SEM Skinny.