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SEO and PPC are two search engine marketing disciplines that a lot of people have tried to compare in the past, each discussing the merits, and the clear advantages and disadvantages for both sides.
Many SEO and PPC marketers argue also about which one is better for providing return…
Having started my career in SEM in PPC, then moving into SEO I have a broader perspective of the two, so felt that I was qualified to talk about the two without bias.
In truth there are more similarities between the two disciplines than some people may imagine. First of all we’ll look at how the keyword approach compares, then I’ll discuss the similarities within SEO and PPC campaigns and finally end with my thoughts on how SEO and PPC can work together in harmony.
Keywords
Both SEO and PPC marketers undertake rigorous keyword research based on the offering of the subject site. There may be subtle differences in the type of keywords targeted for SEO and PPC but by and large the keyword types that both optimise for are the same:
- Head
- Long tail
- Category level
- Product level – Can often be an easier job to optimise for using SEO, via well-structured product templates and the right product naming terminology.
- Geo specific – Easily done via PPC (geo-specific advert serving & location specific terms) however for SEO it’s limited to actual physical locations / areas serviced.
- Competitors – Easily bid on competitor terms in PPC, however for SEO it’s definitely possible, but very difficult.
Campaign aims
The overarching goals and principles of both are the same, the difference is the methods they use to optimise in order to gain and improve position.ajmalseotips.blogspot.com
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