Combining your Pay-Per-Click Campaign with Search Engine Optimisation
Posted on March 3, 2008 by Jexley
I’ve heard it said enough, on enough SEO company sites, that your Search Engine Marketing strategy should always combine your Pay Per Click Campaign with your Search Engine Optimisation efforts.
While this is for the most part true, I don’t believe it’s absolutely integral to a solid campaign.
“What? Did he just say I don’t need to do the thing that every other SEO says I have to do?”
You got it.
Though much like everything in this online world, it all depends.
Sure, if you’re a brand-new site, don’t have much budget, and need to start getting some interest on your site quickfast, PPC is the way to go. SEO should always, ALWAYS, be there though, regardless of whether or not you’ve got a Pay Per Click Campaign going.
And also much like everything else in this world, it comes down to budget too.
If you’re new at this, then using just a bit of your budget to get some exposure, as well as get a feel for the market and keywords, is a fine idea and PPC is a decent way to do this. But, if your site has been optimised, you’ve got a solid idea of what the market looks like, and you’ve even done some keyword research, then I find that it’s a better idea to save your budget for companies like ours.
Depending on the bidding competition, you’re sometimes better off paying someone like me to do your keyword research and hustle to get you that one, high quality, high profile, highly relevant link, which in turn will drive your site’s value up as well as give you plenty of traffic.
It’s been my experience that Pay Per Click has it’s place, a close second to SEO in some cases, but your money can be better spent getting the right kind of qualified and relevant traffic to your site via quality linking. To me, it’s a much firmer foundation for traffic than something that people may or may not arbitrarily click on and you have to pay for regardless of whether or not they actually do anything on your site.
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