The Converging Worlds Of SEO And PPC
By Robert Weatherhead, Operations Director, Latitude Express
Since the emergence of search engine marketing most people have treated SEO and PPC as two separate disciplines. One organic, long term, “free”, the other immediate, data driven, an advertising channel. Marketers and agencies alike have treated them in this way with separate teams, strategies and budgets.
In recent times the more advanced thinkers in search engine marketing have become more aligned with the synergies between the two mediums. Personally I am a big advocate of the holistic approach to search engine marketing, where...
...budgets and strategies are fluid between the two and learning’s can be shared more easily. With the constant advancements in PPC and SEO the two worlds are coming closer and closer together and it is important for strategies, tactics and learnings to be passed between them if the most is going to be made from a search marketing budget. Below I highlight a few areas in which these two channels are converging.
The Importance of Content
All major search engines have been taking into account the “quality” of a landing page as a contributing factor to the actual CPC paid for a while now. Obviously SEO professionals have been optimising web page elements since the profession began and the same principles they apply, are going to help your PPC landing pages. Well structured code, correctly formatted page elements and keyword presence all make for a good PPC landing page in the eyes of the search engines.
It is widely accepted that your pages meta-description is no longer a major contributing factor to your SEO rankings. Include your target keywords, yes, focus on them for ranking performance, no. But where your meta-description does play an important role in your SEO is when it is... continued on page two >