Search Engine Optimisation Web Log (BLOG)
Editor: Matt Paines

| This News Blog is dedicated to bringing news, information and innovations targeting the Search Engine Optimisation industry.

PPC knowledge helps with SEO

A bit of understanding about pay-per-click advertising goes a long way when it comes to SEO. That's the view of industry blogger Kevin Gibbons
 
Gibbons, who is director of search for SEOptimise, said that the skills in getting a good return from paid search could be a big advantage to improving SEO techniques.
 
He said that the essence of a paid search campaign was optimising for conversions - namely improving the quality of traffic.
 
One such method, he explained, was landing page optimisation, where instead of being directed to a general webpage users got straight to a page that specifically provided the information that the user was searching for.
 
Creating a clear navigational path to direct users towards the end goal of a converting sale or lead was something Gibbons believed was often overlooked in SEO.
 
Gibbons also argued that while there were many very good keyword research tools available, few compared to actual search volume, impression data from Google AdWords.
 
So PPC keyword data could be invaluable to an SEO campaign, he added, as click-through rates and conversion figures were very useful in selecting terms that were key to a business.
 
He said that SEO should look to the compelling headlines used in PPC and integrate the technique into webpage title tags, thereby maximising CTRs for organic listings.

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