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Chapter 33—Search Engine Optimization (SEO) and
Pay Per Click (PPC)

Search engine optimization is the process of getting your
website ranked as highly as possible in search engine results
through the use of keywords. This is known as the “organic”
method. On the other hand, “pay-per-click” (PPC) are ads
displayed by search engines that link to your website. You
only have to pay when people click on them. The most popular
PPC provider is Google Adwords. LinkedIn advertising is also
growing in popularity among B2B companies.

Is SEO or PPC more effective? Which is easier? Which is
faster? There are compelling points for and against each.
Any marketer who has the budget and resources should use
both for their different strengths and the benefits that can be
achieved by leveraging them together.

Keywords and key phrases are the way to improve search
engine optimization. If you’re not sure how they work, check
out Google’s Keyword Tool—a free way to help you choose
which keywords your SEO campaign should focus on. Entering
your company URL and clicking “search” will show you a list
of Google-suggested phrases, their popularity, and how many
times they are searched for. The Google Keyword Tool will
also help you identify related terms, compare the demand
between different keywords, and help you find new phrases
and keywords you may benefit from using.

Your website is only useful if your target market can find it.
While some of your visitors may type in your company URL,
many more will find your company via Google or another major

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© 2012 Lisa Shepherd