I came across this great presentation from my buddy Daniel Riveong, Head of Search Marketing at e-Storm International on why an integrated SEO and SEM program can help you get the most impact on search engine results pages (SERPs), while effectively managing your search marketing spend.
By sharing keyword research, keyword portfolios, and reporting for your SEO and SEM campaigns, you can achieve greater clarity into KW conversion rates, demand (impressions), and traffic that can help you make better decisions as to where to allocate your resources. The separation of these 2 programs into independent departments results in a loss of valuable data sharing that typically results in over-allocation of resources in one area, while missing valuable opportunities in other areas, such as capitalizing on lucrative long-tail keywords.
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Online marketing with a Green twist. Info about search engine and Web 2.0 strategies for Green & social activism.