Make Your Search Engine Marketing Work For You
Which search engine marketing strategy should one concentrate on, free or paid? You should think of search marketing 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 (free) 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.
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 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 ranking, so over time you’ll build up your free traffic.
Added bonus! If you can get both your pay-per-click ads and your organic listings on the same page of the search engine results, you’ll have a search engine marketing strategy that is 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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