SEM Blog: Website Marketing Blog

Learn To Incorporate PPC In Your SEO Tactics

Posted by Bryan at May 30th, 2008

When marketing decisions are made for a website, more often then not, the decision made relies solely on either PPC or SEO. While these strategies are both very strong independently, using them together an be quite powerful and decrease the amount of time and money spent to get closer to your goal.

The biggest proponent of SEO is keywords. So why would you forgo utilizing the fastest possible keyword determining method when establishing your site? Of course you need to make sure that your site is full of your desired keywords, but by the time you start ranking for them effectively, they may not be the keywords that could bring you in the most traffic. By using a PPC campaign, you select your keywords and track which ones bring in the most traffic through advertisement. The ones that work are the ones you should then focus your SEO goals on and slowly transition out of your PPC campaign.

Don’t simply think of PPC as a solution for sites that can’t be SEO’d. First off, if you’re working with a site that you simply can’t SEO, redesign it or add a blog to it. You’re not going to support your site through just PPC either. But the power of a PPC campaign to send immediate traffic and determine the right keywords for your site is well worth the investment. You may even decide to keep your PPC campaign going if you can establish a proper ROI that justifies the use of the method.

The best tool that you can possibly use is Adwords for PPC. Google clearly dominates the search engine market, so to get the best results you’ll want to use them. Their keyword tool has a free function for anyone to use but those with an Adwords campaign are capable of using a much more powerful tool to find out what the best way to approach advertising a site would be. Don’t be stubborn and decide that you want to rank for keyword X, because sometimes, that can be just too competitive or perhaps not as well searched as you had originally thought it to be.

SEO is not a fast process, it takes time. PPC is a fast process, but it takes money. Combined together, you can save yourself time and money plus better your site before you invest to much effort in an avenue that’s just not worth it.