Make Search Engine Marketing Work For You
I am always asked which search engine marketing strategy people 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, sales and best ROI combine the power of both organic (free) and pay-per-click search marketing. Together, they’ll help you reach your goals of more traffic and sales on your website in both the short AND long term.
The trick is to use both search engine marketing strategies so that they build on 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 start your pay-per-click advertising. Each ad should be built on a single keyword. Use your PPC campaign to bring more visitors to your web site. Remember to measure your sales per visitor also known as your sales conversion rate. Your PPC search engine campaign will show you rather quickly which keywords bring in the most visitors and which result in the most sales and which ones are duds.
Step 3. Take thekeywords that are performing the best for you from your PPC campaign and edit your website to include those keywords. By emphasizing them in your content and code, you’ll start ranking well for those keywords in the organic (free) listings (the regular listings that come up when someone uses a search engine).
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.
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 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 pay-per-click, with a delicious keyword filling it is a search sandwich!
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