SEO and PPC

SEO, PPC 'should not be placed in silos'
08/04/2009

SEO and PPC both part of keyword marketing

Issue Codes Search engine optimisation Pay per click services

Search engine optimisation (SEO) and pay per click (PPC) strategies should be viewed as different components of a wider keyword marketing practice rather than as completely separate entities.

This is according to Charles Thrasher, a Microsoft media specialist and project lead for adCenter, who wrote in a blog post that it is strange the two tactics are seen as being two completely different strategies when they are in fact "different ends of a single continuum".

He suggested that one purpose of PPC is to inform a company's SEO tactics, particularly when it comes to choosing the right keywords to use to attract web searchers.

"It makes sense to choose your keywords carefully. Which natural keywords are likely to covert well and earn the highest margin? Your PPC campaigns can tell you," Mr Thrasher remarked.

According to eMarketer, it is likely that US spending on SEO will overtake that on PPC by 2013.