Keywords the basis for SEO and PPC

Although implementing a search engine optimisation (SEO) campaign and a pay per click (PPC) campaign are very different, they both need the foundation of keywords, it is suggested.

In a blog for Search Engine Watch, Melissa Mackey states that a priority for businesses is compiling a list of key phrases which offer a suitable description of the product or services deemed critical to their operations.

If a term is important to a company, it should make sure it is on the keyword master list, she notes.

Following this, firms should use a keyword tool to evaluate search volume estimates and work out some variations on these, before prioritising by sorting the list by volume and keyword groups.

"For instance, you might want to prioritise keywords around your top-selling product lines. Or you may want to prioritise your most profitable product line, or a new product line," Ms Mackey notes.

She adds that a PPC campaign should be launched first, as aspects of the plan were easier to control than with SEO where firms were at the "mercy" of search engines.

Once a PPC campaign is running, SEO research can begin.

And blogging may be an effective addition to an SEO campaign, after Search Engine Watch's Mark Jackson said it promotes new content.

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