Search engine marketing planning is not always as simple of a task as it might seem to be. Brainstorming and coordinating the right balance of organic search engine optimization (SEO) and the more immediate pay per click (PPC) advertising is a challenge even for those with lots of hands on experience in the business. Today, let's take a look at a few search engine marketing planning questions and answers...
Question #1: How do I know what keywords to optimize organically and which to invest in PPC with?
Well, it really all begins with accurate keyword research related to your website's overall niche. Choosing which methods to use for what keywords is impossible without revealing the facts and figures for each individual keyword phrase term being considered. In general, long-tail keyword terms (those with 3 or more keywords in the search phrase) tend to work well either with organic search optimization or with PPC.
You definitely don't want to use PPC for terms that are not pre-qualified-in other words, using PPC to attract potentially uninterested "tire kickers" to your site is just a way to rack up costs quickly with very little to no return. It's probably best to save these kinds of more generalist terms for SEO. PPC often works well for very specific keyword inquiries-such as model numbers, product names, and so on.
Question #2: When doing search engine marketing planning for my website, how important is social media?
As things stand right now, building a rock solid base of long-term SEO is probably priority number one. Competition is fierce here, and it does take time to realize great results-so the sooner the better. And of course, setting up per click advertising campaigns can bring immediate results to the table. So this is another high priority search engine marketing planning task. After these two aspects are accommodated, social media would probably come in next (unless you have a cutting-edge social media campaign under development). Social media promises to become more and more important as an overall part of SEM.
Question #3: How can professionals help me with SEM planning?
Let's preface the answer to this question with another vital question...do you have access to the latest keyword statistics, metrics, and other vital data that goes into planning a search engine marketing strategy from the ground up? As we mentioned earlier, having complete access to this up to date data is essential for planning purposes and designing successful campaigns. There are some consumer resources available out there-such as the Google AdWords Keyword Tool-but that's just the tip of the iceberg compared to the data that SEM professionals have access to.
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