September 28, 2009 by Mark Isle
Okay, first things first, SEO and PPC are incredibly different tools, the people you are targeting are different and the approach has to be completely different. The most successful SEM campaigns incorporate the best elements of both in order to make sure that there are no blind spots in terms of potential clicks.
Many people make the mistake of thinking that once their SEO is good and they are appearing on the first page for their most profitable keywords, that they can relax their spending on PPC. Unfortunately, this is too simplistic. Based on your analytics data for CPC versus natural sales you might make the decision to divert some of your PPC budget into more links etc. for your high performing keywords but this is by no means a hard and fast rule.
The central reason for this is that most people still don’t fully understand how their search engine works. Survey after survey continues to prove the public’s fundamental misunderstandings. For instance, many people actually think that all rankings are paid for. In addition, an astonishing number of people don’t know the difference between sponsored links and search results. The point I’m making is that you cannot always rely on people giving more credit to your carefully hone natural search results.
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