Making search work By Nicole | Posted April 11th, 2008
You need both pieces of search engine marketing to make it work
People ask me which search engine marketing strategy they should concentrate on, free or paid. I tell them it’s like a sandwich: it just doesn’t work with only one slice of bread!
To get the most traffic – and the most sales – combine the power of both organic and pay-per-click search engine marketing. Together, they’ll help you reach your goals of more traffic and more sales in both the short AND long term.
The trick is to use both strategies so they build on each other.
Step 1. Do your keyword research and then build a content-rich site around keywords your market is searching on.
Step 2. Now pile on some pay-per-click advertising, with each ad built on a single keyword. Use PPC to bring more visitors to your site and measure your sales per visitor, called your sales conversion rate. Your PPC campaign will quickly show you which keywords bring in the most visitors, which result in the most sales… and which ones are duds.
Step 3. Take the best-performing keywords from your PPC campaigns and tweak your site with them. By emphasizing them in your content and code, you’ll start ranking well for those keywords in the organic listings (the regular listings that come up when someone uses a search engine).
You can even build "landing pages" — when you find a group of top-performing keywords, you can build a page around them that contains specific information to appeal to searchers who are using those keywords.
PPC will bring first-time visitors flocking to your site for the answers to their search. By finding out what works in PPC, you can adjust the keywords on your site to get a higher search engine higher ranking, so over time you’ll build up your free traffic.
And here’s a bonus! If you can get both your PPC ads and your organic listings on the same page of the search results, you’ll have a search engine marketing strategy that’s far greater than the sum of its parts.
SEO and PPC, with a delicious keyword filling… it’s a search sandwich!
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