SEO Is Not Complete Without PPC

May 16, 2012 by  Filed under: SEO 

The debate between SEO (search engine optimization) and PPC is probably the most heated in the world of Internet marketing. There are marketers who swear by pure SEO and then there are those who do nothing but PPC. But what many people fail to realize is that it is possible not to take the two as totally separate strategies. In fact, you can view SEO and PPC as being two sides of the same coin. In fact, I will go as far as to say that SEO is not complete without PPC and those marketers who insist on doing nothing but pure SEO are actually missing a lot.

More exposure

When you combine SEO and PPC you will definitely become more visible. Sure, you can get top ranking with SEO alone. But many people tend to forget that the top 3 results on Google and other search engines are usually PPC ads. This is why you shouldn’t ignore PPC or reduce your PPC efforts even if you are ranking with SEO. Why stop with dominating the organic search when you can dominate the paid search results as well? Implementing both an SEO and PPC strategy will greatly increase traffic and will make your site look legit with the search engines.

Use PPC to test keywords

If you want to refine your organic keyword strategy then the best way to do it is through PPC. You can use PPC ads to test the conversion rate of your organic keywords. You should do this especially when your keyword strategy is evolving already. With PPC, you will get immediate feedback on how effective your organic keywords are. Then based on the results, you can either improve or target a new set of keywords.

If it works for PPC

If a strategy or a keyword is effective for PPC, then more likely than not, it would work for SEO as well. If you want to know what meta tags or descriptions and even content to use for your SEO campaign, you can turn to PPC ad results. Again, the advantage of PPC lies in the immediacy of results. And once you find out the results, you can immediately use them to fine tune your SEO strategy.

OK, so maybe saying that SEO is not complete without PPC is an overstatement. But the two definitely compliments each other. SO if you have the opportunity to use both then go ahead and do so.

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