SEO and PPC should be measured separately

When combining a search engine optimisation (SEO) and pay per click (PPC) campaign the results can make the most of each other.

However, in a blog for Search Engine Watch, Herndon Hasty says that more important than this is taking the time to measure the two both together and separately.

"Measuring PPC and SEO together is most important for monitoring big changes in your PPC or SEO results, magnified tenfold for efforts around your brand and another tenfold for established brands," he notes.

He explains that this is because buying branded keywords will also cause a "massive swing" in SEO, while the same could be said for the effect making SEO changes could have on PPC.

Overall, Mr Hasty states it is the brand itself which holds the key to these changes.

He concludes that by looking at PPC and SEO in isolation of each other, businesses risk ruining their marketing efforts.

In an earlier blog for the site, Melissa Mackey said that PPC should not always be seen as a stand-alone marketing channel.

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