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ADVERTISEMENT 11/12/2007

Pay-Per-Click Affects Organic Ranking

One of the questions our clients often ask is whether conducting pay-per-click advertising will impact their organic rankings? The truth is that it is very difficult to prove a direct connection between a PPC campaign and organic rankings.

by Milestone Sunday, 25th November 2007 found at 4hoteliers.com

However, despite this statement, one of the BEST ways to increase organic ranking is with an aggressive PPC campaign. Below are two great examples of how running an aggressive campaign will increase your organic ranking.

When optimizing any website we choose keyword phrases to integrate within the body and the META tags of the web pages. However to see the organic effect of these keyword phrases can take a very long time. This is where PPC comes into play. PPC enables the advertiser to bid on the keyword phrases and get instant data which can be transformed into critical information.

After a few weeks we can analyze the results of a PPC campaign and begin to formulate ideas on the effectiveness of organic strategy  It is quite simple to determine which keyword phrases are the most popular and thus optimize your page organically for those keyword phrases.

Going one step deeper, instead of analyzing how many people are searching for a particular term, it is much more useful to see how many people are converting due to a certain term. In terms of your PPC campaign, conversion is measured via Click-thru (meaning how many people searched a phrase, found your result, and landed on your page.) Thus, the keyword phrases with a higher click-thru rate are ideal for website optimization.

Milestone Internet Marketing, experts in creating complete internet marketing solutions for the lodging and hospitality industry. Benu Aggarwal is founder and president of Milestone Internet Marketing, experts in creating complete internet marketing solutions for the lodging and hospitality industry. Please contact Benu at benu@milestoneinternet.com. www.milestoneinternet.com

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