Search engine optimization is often compared to rocket science. Of course the advantage of rocket science is that there are always constants, SEO does not have that luxury.
Search engine optimization involves trying to please the search engines, while attempting to read the mind of the potential customer.
The first part of the above statement is not going to be solved anytime soon, but the later is.
With pay-per-click reporting advertisers are able to know what the customer is typing in search engines. By reviewing periodic reporting, they are able to tell which keywords bring in the most clicks and most importantly which keywords bring in the most revenue. Thus, advertisers can uses pay-per-click to discover valuable keywords to target for organic search rankings.
Since [bicycles for sale] is the exact phrase that brings in the most conversions, that phrase can be used for other marketing campaigns and search engine optimization efforts. It is irrelevant that [bicycles] brings in more visitors, because those visitors are not quality visitors (or buyers.)
Instead of creating search engine optimization initiatives to tackle hundreds of keywords, the top converted pay-per-click keywords are targets. Site content, link building, and various other search engine optimization techniques can push these elite keywords. Advertisers do not have to waste time trying to get rankings on keywords that do not convert. The numbers are provided; it does not matter where the competition is ranked. By following the pay-per-click keyword statistics advertisers are able to get instant customer analytics to use for search engine optimization efforts
With pay-per-click, there is very little guess work in marketing. However, the trouble arises when traditional advertisers do not understand or believe in the power of pay-per-click marketing. Many companies still see it as separate advertising model and fail to tie the relationship back to traditional off-line campaigns. By analyzing pay-per-click reports advertisers can pull dramatic customer analytics. With that knowledge all marketing campaigns can benefit, thus eliminating traditional guess work from traditional advertising.
Tags: keyword research, PPC, SEO
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