I saw an interesting comment in one of the forums this week:
“… I’m not really worried about any SEO benefits because I’ll drive traffic with PPC and articles…”
This got me thinking about how easy it is to become too focused on one particular system or channel.
But to do that is like fighting with one hand tied behind your back.
You need to use ALL the tools at your disposal to maximize your marketing activities, whichever channels you prefer to work with.
Here’s why a site that’s well optimized for natural search results will do better in PPC campaigns:
When you create and submit a new PPC campaign, the PPC provider sends out a bot to crawl your site. The more information you can give them about your site and its relevance to your ad the better. And the more likely it is that your quality score will be higher. (Assuming you’ve followed all the usual PPC techniques, of course!)
Translation: make proper use of your META data fields.
In another post I wrote about the use of META data. These are defined fields which exist specifically to tell the search engines about your site. Yet for some reason so many people ignore them.
It’s true that different search engines currently place different emphasis on different META data elements: Google seems to favour titles at the moment, whereas Yahoo still focuses on keywords.
But the META data fields are there for a purpose – and who knows where Google and Yahoo will be placing their emphasis a year from now?
It only takes 15 minutes to fill out your META data fields properly and once you’ve done it, you’re done.
And it will help your PPC campaigns.
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{ 2 comments }
Having recently taken part in the thirty day challenge – a free 31 day course every august to teach online marketing – My experience confirms your comments about better PPC prices for a SEO optimised site.
Regarding the initial comment that got you started – It is basically foolish to depend on one method of generating traffic. The rules and economics can change over night. Eggs in one basket comes to mind.
Rob, hi,
Yes – eggs in one basket – not too smart..!
My own experience with the few PPC campaigns that I’ve run definitely shows lower costs per click when I’m promoting my newer sites, which are properly SEO’d, as against my older ones – which are not!
This is true (for me) for both Google and Yahoo.
Cheers,
Martin.
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