Some of the most powerful SEO strategies combine both SEO and PPC. Companies are gaining more exposure with this lethal one-two punch.
PPC is a perfect test-run for SEO. With a typical SEO campaign, SEO professionals will make an educated guess if a keyword term is worth the time and effort of attempting to rank for that term. It’s possible that the keyword term doesn’t receive as much traffic as the estimated numbers suggest. By running a PPC campaign on the keyword terms before installing an SEO campaign, the SEO professional can get a more accurate estimate of search volumes. The SEO expert can also test out the effectiveness of the copy on landing pages in order to see how altering the text to favor search spiders makes a difference to conversions.
Similarly, SEO campaigns can feed back into PPC campaigns. Because SEO campaigns casts a wide net, traffic logs can sometimes reveal lucrative keyword combinations that the research tools do not.
An SEO strategy, executed and reinforced over time, should reduce the individual cost-per-click price of a combined strategy. If a site ranks well for expensive keyword terms, then you may be able to switch PPC bidding away from these terms and use the funds for new terms.
Tags: SEO Campaigns