PPC and SEO are two methods widely used online that provide the key to more website traffic and income. While PPC stands for pay-per-click, SEO stands for search engine optimization. The two techniques are totally different from each other, but they are similar in the aspect that they are both keyword based, and they use the same metrics. Regardless of what level you are in as an online marketer, you need to learn how to use both PPC and SEO as part of your overall advertising strategy. Let’s discuss some guidelines that apply to both of these promotional methods:

1. You must be able to perform laser targeted keyword research at all times. In pay-per-click marketing platforms such as Google Adwords, keyword research is important because your success totally depends upon it. Your advertising costs, the amount of exposure you get, and the level of competition you will face, are all totally dependent on the keyword phrases you will choose to base your advertisements on! So if you lose the battle of keyword research, you are doomed to fail in the long run. Meanwhile, keyword research is also vital in search engine marketing because you will base the content of your site and your website content on laser targeted keywords for fresh organic traffic. Using both paid and free keyword research tools is a must for any serious marketer.

2. You should learn how to strategically place your keywords. Proper keyword placement is essential if you want to succeed both in PPC and SEO. In pay-per-click, you must learn to place properly researched keywords on your mini-ads. When people click on those ads, they must be led to a landing page which is also “optimized” for relevant keyword phrases. This increases the “relevance” of your advertising campaign to the needs of your target audience, causing you to have a higher “quality score” in the PPC platforms such as Google. The higher your quality score, the lower you pay for each click.

Meanwhile, keyword placement is also important in SEO because it allows you to place your key phrases in locations where they have a higher chance of getting picked up by the search engines. For example, if your goal is to rank higher for a certain keyword phrase, you should place it at least once in the page title, meta tags, and description of your webpage. Maintaining proper keyword density within the body of your landing page also increases the likelihood that your website will get a higher ranking when the search engines index it.

3. Learn To Use Metrics and Analytics To Improve The Response Of Your Promotional Campaigns. Website analytics allow you to find out how much traffic you are getting to your website and ads. You will also discover your primary traffic sources, the behavior of your website visitors, and which keywords they actually used to get into your site! Using analytics is important if you want to tweak your ad campaigns and your landing page for better conversions. Google Analytics is one free way to get the information that you need.