Whilst an increasing number of businesses are using SEO and PPC as a valued part of their online marketing programme, for some, whilst the acronyms may be more familiar, how and why they should/could be used remains a mystery.

Whilst both SEO (search engine optimising) and PPC (pay per click) can be used independently, a strategy incorporating both will have a huge impact on long and short term results.

You need to select keywords for both PPC and SEO. However, the difference is that with a PPC campaign you pay each time someone clicks through to a keyword whilst SEO helps you achieve high rankings in the results when your keyword is entered into a search engine.

If you had an unlimited budget, you could aim to outbid your competitors on every desired keyword or search term. This would definitely get you high on the Google rankings but, should a competitor outbid you, it’s almost as quick to fall back down the pecking order. SEO takes time to rise in the rankings but simultaneously builds trust within the search engines as the page has to be established before ranking even gets underway.

For some companies it is difficult to know which keywords are going to be the most effective and here both SEO and PPC can work together to provide some answers. Because individual keywords have to go through the SEO process to climb up the rankings, it’s really important to choose the right ones and, if you’re not sure then PPC is the perfect way to test them out.

If you find that the chosen keyword doesn’t have much response or doesn’t produce quality click-throughs, then you tweak the keyword until you find the one that gets the right results. It may take a little longer to start with but the end results are well worth the effort.