PPC analysis 'useful for SEO'

Pay-per-click (PPC) marketing can help a business assess more closely the effectiveness of its chosen keywords before launching a more organic search engine optimisation (SEO) campaign, it has been claimed.

Mark Jackson, president and chief executive officer of VIZION Interactive, made his comments in an article for Search Engine Watch, urging marketers to ignore rumours that Google undermines SEO campaigns if firms do not invest in paid search tactics.

He called for marketers who were only investing in PPC to persuade their corporate decision makers to invest some time and money into organic search tactics.

"PPC is great. SEO is better. Doing both is best," Mr Jackson asserted.

However, he acknowledged that organic SEO takes longer to implement than paid tactics, adding: "You'll need to get your IT team involved and actually put content on your pages."

Kathryn Dawson, marketing director of SEO agency Strategy Consulting, suggested that while PPC has instantaneous results, as soon as a firm ceases spending, their online advertising vanishes.

SEO, she explained, takes a greater amount of time to show results but lasts for a long time after the marketing efforts stop.