In this video interview, Internet marketing expert Melissa Mackey explains how to use a quick test of your keywords on Pay Per Click (PPC) before doing search engine optimization on your website.
While SEO is very important, it takes 3 to 4 months to see the results of your efforts, while with PPC you can get results within a day or two.
First, establish your goals, says Mackey. Then do keyword research based on these goals.
Next, create tight thematic ad groups for a PPC test campaign. Finally, start to gather data on PPC click-throughs and conversion, which tell you which keywords your customers respond to best and get the best results in conversions.
Only after going through these steps should you optimize your site. It’s very expensive to optimize your site for the wrong keywords, only to discover it 3 to 4 months later — if you discover it at all!
Mackey’s company tries to get at least 500 click-throughs for the test campaign, if possible. That’s usually enough to find out what they need to know.
Melissa Mackey is the Online Marketing Manager for Fluency Media, a full-service digital agency based in Ann Arbor, Michigan, offering Pay Per Click, SEO, social media, website development, and e-mail marketing. This interview was recorded at the Search Engine Strategies Conference in Chicago in October 2010.
Duration : 0:4:5
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