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SEO and PPC should work together in
every step of the campaign. When both works in tandem and
compliments each other, the result is exponential. Organic
optimization lasts for years and doesn’t need constant
attention. Conversely there are many areas where normal
optimization doesn’t work well. Overdoing natural optimization
can get a website penalized, black listed and degraded. PPC can
drive quick traffic but it’s costlier. But both can cover up
each others disadvantages and limitations.
Approximately 70% of searchers click on organic results but
people click more on sponsored results when they are near to
buying decision. Other factors that come into play are type of
keywords queried, attractiveness of the titles, appearance of
the blended search results, brand awareness, closeness of the
keywords searched and the keywords in the SERP titles, type of
product or service queried etc. A careless campaign will make
your SEO compete with
PPC, which can be avoided. |
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Marketing to the Influmers |
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The term coined by Kapston to broadly and loosely explain
consumers who can influence other people to a purchase and also
the people who can influence changes on the various aspects of
packaging, distribution, support and pricing of a product or a
service. |
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Factors, Areas & Limitations: |
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Budget – SEO is cheaper and is good for niches as there
are finite no. of keywords at disposal.
Launching new offers, discounts and sales – Organic
traffic takes time to kick in, so
PPC does well in the interim.
Launching a website, microsites, external microsites, sub
domain– No organic traffic initially.
Website revamp, addition of new sections in website –
Extensive SEO and
PPC keyword study required for high traffic,
long tail, second level high traffic and competitive keyword
analysis need to be done.
Mergers and acquisition – Merging websites and businesses
is a good time to re-look at the keyword activities of both
entities.
Launch a new product or service –
PPC initially with a
clear cut long term SEO strategy.
Entering new market or expanding globally – Language,
usage, preference etc need to be considered.
Competitive Keyword Strategy - Coming up with a keyword
strategy wrt other players in the market.
Hitting a wall – When organic traffic saturates PPC can
be used to increase top-line.
Local Targeting – SE’s give local websites prominence
making a well thought SEO unavoidable, PPC can compliment.
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Our Approach |
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