+ RSSMaking Search Engine Marketing Work For You
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!
For increased traffic and sales combine the power of organic (free) and pay-per-click search engine marketing. Together, they will help you reach your goals of more traffic and sales in both the short AND long term.
Use both search engine strategies in tandem so they build off of each other.
Step 1. Do your keyword research and then build a content-rich web site around keywords your target market is searching on.
Step 2. Now add on some pay-per-click search engine advertising; each ad should be built on a single keyword. Use PPC (pay-per-click) to bring more visitors to your website then measure your sales per visitor this is called your sales conversion rate. Your PPC campaign will show you very quickly which keywords bring in the most visitors and which result in the most salesand, of course, which ones are duds.
Step 3. Take the best performing keywords from your pay-per-click campaign and tweak your website with them. By emphasizing them in your content and code, you will start ranking hihgly for those keywords in the organic listings (the regular listings that come up when someone uses a search engine like Google).
You can build landing pages when you find a group of top-performing keywords that are related. Build a page that contains specific information that relates to that group of keywords that would appeal to searchers who are using those keywords.
Pay-per-click will bring first time visitors to your site for the answers to their search questions. By finding out what works in PPC, you can adjust the keywords on your site to get a higher search engine ranking; over time this will 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!
