Chapter 1: Discovering Paid Search Marketing
In This Chapter
Understanding the value of paid search
Integrating SEO and PPC
Getting more market coverage with SEO and PPC
Building your brand through PPC
Increasing your traffic with PPC
Running seasonal campaigns for maximum return on investment
Paid search marketing (placing ads on a search engine results page, or SERP) and search engine optimization (SEO) are two different things, but they can work together, hand in hand. SEO focuses on moving your web pages up in the organic search results, which are the web pages that the search engine finds most naturally relevant to a user’s search terms. The goal of SEO is to make your web pages appear on the search results pages for certain search terms, so you can attract the right kind of people to your site. But there’s another, quicker way to get your listing on a search results page: You ...
