Many people recognise PPC and SEO as powerful marketing techniques and a lot of marketers will use one or sometimes both methods to drive traffic to their sites.
However, the evolution of search marketing has blurred the lines of PPC and SEO and they are increasingly becoming very similar in practice and execution. People may disagree but I routinely find myself conducting very similar types of work for both types of projects mostly due to quality scoring.
Due to this, My team and I began developing “PPCSEO” sites. These are sites which rank highly in search engines and also have high quality scores and low costs on pay per click. We figured that with PPCSEO would could reduce the risk to our traffic sources while increasing our capacity to profit.
So what are PPCSEO sites?
PPCSEO sites are content rich sites which target low competition longtail keywords using keyword research usually applied PPC strategies. For example, let’s say you have a site about iPods. Instead of building a few pages about “using ipods”, “ipod accessories”, “ipods for sale” and all that usual junk, you would target actual ipod models, specs (i.e. 1gb, 8gb, etc) and colours. You would create and follow basic SEO onpage factors for each of these variations and add common words such as “buy”, “for sale”, “used”, “cheap” to descriptions, titles and meta tags. What you are aiming for ehre is to have some nice targeted pages with content and low competion in the search engines. As an example, one of our recent sites had 23 pages, the home page targeted 3 high traffic and competive keywords and the rest targeted 4 keywords each. So in total we were optimised for 91 keywords. Now if each of these keywords brough in just 5 unique visitors each day, we would have 455 daily uniques. Within one week, around half of our site was indexed and bringing in an average of 80 visitors per day.
Your site could pull products from an affiliate datafeed or you could just do it by hand with cloaked affiliate links, it’s up to you. Analytics are key and you will need to have google analytics or another tracking program to gain information on visitors and keyword conversions. Analysing stats also helps you to know what your visitors are searching for so that you can expand your site more effectively.
Before spending money on PPC, I would recommend getting some links and organic traffic first. Most people think organic traffic takes months to achieve but this is simply not true. Within one week you could be indexed and ranking in Google, Yahoo and MSN.
Getting links is not that difficult. A combination of directory submissions, social bookmarks and blog comments will give your site a good foundation of links and be enough for it to get indexed and ranked. Don’t worry if this sounds like hard laborious work because my next post “The important of Team Work in Internet Marketing” will explain how to get all of this done in double quick time.
After you have some visitors, you will probably get one or two sales. At this point I would make sure everything is working correctly and the pages are optimised for high conversions before using PPC (testing colours, layouts etc).
When you want to ramp up your traffic and sales, it’s time for PPC. Due to the way you’ve built your site (each page targeting specific keywords) and the fact that you have a readymade keyword list - PPC becomes a joy with no quality score to worry about. All you have to do is write and test some ads for each page and put the keywords they are targeting into the adgroup.
In my next post, I will reveal how to get all this work done quickly and efficiently. If you have any questions, just leave a comment below.
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