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All too often I find myself in discussions both with e-commerce clients and fellow search marketers about the uses of seo as compared to ppc and vice versa. It makes me want to scream: “WHY!”.
Yes they serve different purposes. Yes they are different entities. Yes they require different skills.
But but but. Do you really want to narrow your  minds and therefore your marketing pathways so very much?

PPC is not just an advertising source. It is a great source of information. Have a new e-commerce site? Not sure where to focus your priorities? Then get that PPC campaign started.
Get Google Analytics up and running and voila Bob est votre oncle. Great keyword data you just can’t put a price on is there at your fingertips.  It doesn’t have to cost thousands. Although it can if you trust the wrong person with your PPC campaign.

SEO is a longer term investment of love and patience. But embark on your SEO strategy without considering PPC to your detriment. All that sadly wasted data just waiting to be harnessed!

It’s all about integrated search marketing. Everything feeds in to everything else. Data collection is vital and understanding the data you collect unparalleled! The first secret behind a successful search marketing campaign. Look at the bigger picture.