Pay Per Click and SEO Campaigns ‘Should Be Combined’

by Oliver Ewbank on 18th October 2010

An expert has said that businesses need to harness the power of both pay per click and SEO strategies to make the most of their online presence.

According to Jason Tabeling, a writer for Search Engine Watch, those considering pay per click management services should ensure that both channels are used in order to cover all bases.

He cited a recent study by Rosetta, which showed that up to 70 per cent of clicks come from organic searches, but firms should look to boost this to an even higher percentage.

"Only a few brands truly take advantage of combined strategies across paid and organic search. Advertisers should think of how consumers interact with their search efforts, including ad copy and keywords," Mr Tabeling said.

Shane Cassells, a member of the Google Analytics team, recently said that businesses can improve their conversion rates by making small adjustments to their frequently asked questions pages, such as placing a greater focus on encouraging purchases.