» SEO Conversion Strategy

A very simple yet effective Search Engine Optimization (SEO) technique that I always recommend to my clients is to start out with a small Pay Per Click (PPC) campaign to measure the keyword effectiveness and then move onto SEO.  There are so many SEO consulting firms out there that focus purely on keyword traffic and I’ve never understood this approach.  The same rules that apply to an effective Search Engine Marketing (SEM) campaign should apply to a SEO strategy.

I guess the big question is, do you want traffic or conversions?  I’m curious to hear your thoughts on this.

The other supporting argument for this approach is that its a lot faster and efficient to A/B test a SEM campaign versus a SEO campaign.  How are you going to know what conversion funnel works the best?  Wait months for the SEO efforts to pay off?

Some folks just don’t want to spend the money on PPC.  I know that the ROI would be a lot better and its short sighted not to make a small investment up front on PPC.  So be smart, start with PPC and then transition to SEO or else you’ll find yourself at a dead end.