PPC 'a good guide for keyword targeting'

Companies using keyword targeting as part of their search engine optimisation strategies would do well to use pay-per-click (PPC) adverts as a guide to which terms will be the most effective.

This is the suggestion of the SEOmozBlog, which stated this week that PPC can help firms to discover the keywords that generate the most traffic and the best conversion rates.

"Pay-per-click is an excellent way to test the efficacy and potential ROI of keyword targets," said the journal. "Find those that have reasonable traffic and convert well, then pursue."

This approach is particularly relevant when SEO is being used for lead acquisition and ecommerce sales, the article stated.

It claimed that it is not as important to choose highly specific keywords when SEO strategies are geared towards strengthening brands and increasing raw traffic.

Marketing expert Becky Sheetz-Runkle told readers of the Examiner.com last month that she is amazed at how many businesses do not have effective search marketing strategies in place.