SEO and PPC begins with keyword discovery

The key to succeeding in both search engine optimisation (SEO) and pay per click (PPC) advertising is through coordinating keywords, research and getting organised, one sector commentator has claimed.

In a post for DMNews, Larry Kim, founder of WordStream, said that with PPC, discovery and research both played critical roles, while in SEO intelligent keyword management and organisation were vital.

"The good news is you can apply the work you do in creating your PPC campaign structure to your SEO efforts," he added.

Mr Kim said that once keyword data had been arranged into advertisement groups, it could also be used to inform information architecture, workflow prioritisation and authoring in SEO.

By doing this, the results can be "staggering", he asserted, as developing such a structure then played a part in search-related revenue.

Chris Baggott, chief executive officer and co-founder of Compendium Blogware, recently told BtoB that while PPC is seen by most businesses as the most reliable marketing campaign, more time should also be given to SEO as it was typically more successful.

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