The areas of SEO and PPC are awfully close to each other and yet very different in their approach. SEO is about creating as much visibility as possible for relevant search queries. PPC is much more driven by ROI, visibility is not always as valuable as within SEO. Although the underlying techniques have similarities there are also some skills you just need for SEO or PPC. Therefore there are specialists in both disciplines. As a true search marketer though, I believe you should be skilled in both disciplines. And as a search marketer there’s only one place you really have to make the difference: The Search Engine Result Page (SERP).
The SERP is the battleground of search marketing. Although the most effect is clearly created within your website, the SERP is where your first and most important battle takes place. The battle for the visitor. It’s a direct battle with all your competitors. And you have to make sure you’re properly armed to be able to come out on top every time.
In this battle for the visitor there are two main strategies available: SEO and PPC. Some choose to fight this battle by just using SEO, others rely solely on the big guns of PPC. And some choose to bring out their complete arsenal to win the battle over the visitor and focus on a strong combination of SEO and PPC. (more…)