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Pay Per Click and SEO: a Perfect Pair

By Crest Media Subscribe to RSS | July 18th 2012 | Views:

Batman and Robin.Abbot and Costello.Tom and Jerry. There are just some perfect pairings that you can’t think about one without considering the other. You can include pay per click and SEO in that list. Although they are not in the top of the list of pop culture just yet, as far as Internet marketers are concerned, PPC is the milk to SEO’s chocolate.

How PPC can help SEO

Investing in both PPC and SEO seems like a daunting task. So why don’t you just invest heavily in PPC to boost your organic rank? It’s a legitimate question but here’s the thing: whether you pay $100 or 1 million won’t really affect which page you land. It would be easier to just pay search engines like Google for premium space just like you do when you buy primetime spots on TV and radio. Just like what SEO companies have discovered, you don’t just invest heavily into Google AdWords to consistently stay on top of Google page. You have to do the groundwork just like everybody else. A 2007 study using Honda as the control brand (sponsored by Google no less), however, says that 4 in 10 consumers online are more likely to recall the brand if they can see it in both organic rank and top ad placements.

Choosing keywords

But an SEO company Los Angeles would be the first to tell you that search engine optimization is constrained in a sense that you can only choose a limited number of keywords at a time. And you certainly can’t dump too many keywords on a single article without being accused of spamming. With PPC, you have a choice of keywords at your disposal. In fact, Internet marketers are known to make the PPC campaign as a control tool to test-drive keywords. When they find the right mix, they use these same keywords for their SEO campaign.

Popularity is nothing without conversion

In sales, perception is everything particularly when the product is new. Going back to the same 2007 study, Honda was perceived as the most fuel efficient car after it was featured in both ad and organic lists. After reliability and trust was established, consumers’ intention to purchase hiked 8%. Small number, you may think, but when you consider that other auto brands not included in the page dropped 16% in terms of purchase intent. So that’s a turnaround of 24%.

Crest Media - About Author:
Crest Media is an experienced Content writer and publisher for Business Development. Visit at to know more about Dallas SEO and Advertising Agency Austin.

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