Upon reading today’s White Board Friday on SEOmoz.com I had to respond with my own opinion on this sibling rivalry between these two forms of Search Marketing. PPC and SEO should not be seen as such separate channels for search marketing programs but as symbiotic entities that need and feed each other in order to create and maintain a well optimized search marketing program.
Danny states “The downside to PPC is that it cost a lot of money as compared to traditional SEO.” This is a total misnomer. In my experience SEO costs can be far higher than that of PPC. Yes PPC takes a outlay of cash to pay for clicks but SEO takes TIME.
He goes on to say, “With SEO it has a slower start-up. So, in fact, SEO can take a long time to start working. But it is essentially free.” SEO takes time and a large amount of sweat equity thatis used to create, maintain and implement SEO strategies over the long term. That time costs money too and can be a huge chunk when added up over time. That isn’t even thinking about development costs that can be incurred or third party agency or consultants that one might utilize for recommendations.
SEO can actually benefit from PPC testing, analytics, and reporting. By testing different landing pages for keyword conversion in PPC you can optimize that same page for SEO purposes. And yes utilizing SEO best practices for content will improve the quality score of keywords used for PPC therefore aiding in PPC placement and conversions.
So yes I agree share the research and work together to build a better branded, optimized and converting search marketing program. By utilizing both channels you can compliment each other’s programs and reach more traffic.
PPCers are NOT big dum-dum heads…they are the pioneers who push the limits and build a brand in a way that SEO can’t.