This document discusses how search engine optimization (SEO) and pay-per-click (PPC) advertising can be used together more effectively. It provides an overview of each approach and their respective pros and cons. SEO is described as an organic, long-term solution while PPC provides faster results but is more expensive. The document outlines several scenarios where combining SEO and PPC strategies can overcome limitations of each individual approach. It presents a case study showing how one company achieved a three-fold increase in leads by integrating both SEO and PPC over time. The key message is that SEO and PPC work best as complementary digital marketing strategies.
6. SEO: Worth the Wait.
Organic + long-term
presence solution.
GREAT FOR:
Almost all verticals; some
exceptions.
7. SEO – Search
Engine
Optimization
• Organic presence solution
• Core Elements
• Keywords
• Content
• Updates to site logic
• Key Metrics: visits, time on
site, bounce rate
Behind the Scenes
8. SEO - Pros & Cons
• Improved Presence
• Builds Authority & Credibility
(i.e. return visitors!)
• Better Conversion Rate
PROS CONS
• Takes a Long Time
• No Guarantees
• Competition
10. SEO Best Practices
Keyword
Research.
Create content
that people are
looking for.
Optimize Site
Speed.
An important
ranking factor.
Use Images.
Increase time on
page with high-
quality images.
Title Tags.
Encourage
people to click.
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11. And when your site makes sense
to search engines...
SUCCESS in SEM is within reach
12. SEM: No Patience?
No Problem.
Paid lead gen solution.
GREAT FOR:
Almost all verticals with
with some exceptions.
13. SEM (aka PPC)
• Paid advertising
• Core Elements
• Keywords
• Site/landing page
• Quality Score
• Targeting
• Budget
• Key Metrics: CTR, CPC, CPL
Auctions, Acronyms, and More
14. SEM - Pros & Cons
• Fast Results
• Persuasive and Promotional
• Easy to Make Changes
PROS CONS
• Expensive
• No Guaranteed Success
• Volatile
17. SEM Best Practices
Be flexible and
realistic.
With keywords,
site, Google's
whims, and
more.
Targeting.
Consider staff,
service area, and
drive time.
Be Flexible &
Realistic
Keyword-Dense
Ads.
Be a straight
shooter.
Track Your
Leads.
Don't be fooled
by data.
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