Mediarun Search Marketing News

SEO should strike a balance between paid and organic search

May 12th 2010

Search Engine Optimisation News

Search engine marketing is a multi-faceted discipline which takes a lot of careful consideration.

As SEO, and in particular organic search engine optimisation, grows in popularity it is important that firms strike a balance in their marketing strategies and make sure they are not over-spending on pay per click.

According to search engine marketing expert Glenn Gabe, not only should companies be aware of their spending on both organic and paid search engine marketing, they should make sure campaigns are tagged properly so that their success can be monitored after the event.

Despite the need for a good balance, however, Mr Gabe told Search Engine Journal: "The less a client spends on paid search, the more budget other marketing initiatives could receive (or the more budget other areas of the organisation might receive)."

He added that an SEO roadmap is also essential if an SEO Company is to convince their clients of the future benefits and past achievements search engine marketing can offer.

Mr Gabe also told the news provider that many firms need coaching on the type of keywords they use as part of their search engine optimisation strategy.

He said: "If you're a local business, then keywords that contain a local qualifier are extremely important.

"Unfortunately, if you have no presence in local search and your company relies on [new] local business, then you're dead in the water."

Mr Gabe also hinted at the importance of semantics in any search engine optimisation campaign, stating that thorough keyword research will pay off in the long term - even if initial research throws up a seemingly insurmountable list of search engine terms related to a business's core objective.

Andre Voget and Johannes Selbach, both search engine marketing experts currently working in the industry, told Free SEO News that focusing on a single keyword can be a huge mistake when it comes to boosting a firm's web presence.

Such a strategy can end up alienating potential customers who don't all search for the same keywords when they are looking for a product or service.

"If you want to prepare your website for advanced search engine algorithms then you have to create a website that has been optimized for many different but related search terms," the pair concluded.

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