SEO & PPC

SEO & PPC
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24
By:"Melanie Mitchell"
"Business & Economics"
Published on 2012-05-14 by FT Press

It is important to note that gathering keyword level organic search data has \u003cbr\u003e\nbecome a bit more difficult since October 2011 ... some of the guess work \u003cbr\u003e\nbetween the loss of some data as well as the directional use of public \u003cb\u003ekeyword\u003c/b\u003e \u003cbr\u003e\n\u003cb\u003eresearch\u003c/b\u003e tools.

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In SEO & PPC: Better Together, Melanie Mitchell shows how to use search engine optimization (SEO) and pay-per-click (PPC) together to achieve better results than either can deliver alone. You’ll learn how to integrate SEO and PPC in campaigns that engage more consumers and use data from both to improve the performance of each. Mitchell begins by comparing the paid and organic search marketing “pathways,” reviewing applications, overlaps, differences, strengths, weaknesses, and tradeoffs. Next, Mitchell shows how paid search data can be a gold mine when figuring out where to focus your SEO efforts, and understanding what content to optimize or build based on your actual ROI rather than relying on indirect traffic estimates from keyword research tools. She presents the latest research on synergies between SEO and PPC, shows how to handle new analytical complexities introduced by changes in Google’s search privacy policies, and offers practical, step-by-step guidance for building a KPI-linked dashboard that organizes your data and makes it more usable. From start to finish, Mitchell’s techniques and guidance are designed to help marketers become smarter about focusing their time and budgets, evaluating current returns, and optimizing the value of every campaign they create.

This Book was ranked 31 by Google Books for keyword keyword research.

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