PPC and SEO have always been complementary marketing channels — but have you been using this combination to its full potential?
With keyword data now largely gone and Hummingbird making quality content vital to your SEO strategy, it has never been more important to invest in SEO — but you may not have the time or the resources to wait and see how your SEO strategy shakes out.
This is where PPC can help. Paid search provides immediate, measurable feedback into which keywords and content are performing well, so we can use PPC as a testing environment for SEO strategies. In today’s column on Marketing Land, I explore three ways in which you can use PPC to inform your SEO strategy:
Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.