Search Marketing Sage

I know you’ve all been anxiously awaiting the second part of my blog post covering the webinar “Maximize the Synergy of PPC and SEO: How to Manage Paid and Organic Search Together,” so here it is!  I aim to please.

The second part of the webinar features speaker Dr. Horst Joepen of Searchmetrics.

7 Steps  to Balance Paid and Organic Search

1.  Understand Your (Traffic) Competition – Who, Where, How Strong?

Your traffic competition may actually be different then your industry competitors, or who you would normally think of as competitors.  Do some research and discover who is also advertising on your keywords, they may surprise you.  Dr. Joepen used an airline that was competing with travel booking sites in addition to other airlines as an example.

“You don’t have paid goals and organic goals – you have Search goals.” - Josh Palau, razorfish

A few weeks ago I attended the webinar, “Maximize the Synergy of PPC and SEO: How to Manage Paid and Organic Search Together.”  In case you missed it, here’s a summary of the findings:

The speaker for the first part of the webinar is Tim Wadell, Director of Product Marketing for Adobe’s Omniture Business Unit.  He’ll give us an overview of integrated search engine marketing.

Why is it Important to Manage PPC & SEO Together?

• attain keyword recommendations based on organic search performance
• optimize PPC bids using organic rank scenarios
• improve share of voice and total conversions with integration