Mention the words SEO (Search Engine Optimization) and PPC (Pay Per Click) to most business owners and you’re sure to either see blank faces, or hear stories of frustration. Either they don’t utilize these marketing techniques at all, or they’ve handed their company’s Web site SEO and PPC activities over to an agency and have little idea what’s going on with either, or they’ve “done it themselves” and had lackluster results at best.
This is unfortunate, because SEO and PPC are the foundation of any good Web site marketing plan. SEO refers to manipulating Web site content in a way that improves your chances of appearing on top of the results page; whereas PPC allows you pay for an advertisement or sponsored link to show up on the top results page, and you are charged for each click. If you want to be successful in business, both of these techniques are imperative. Think of it like building a house. If you build the roof before you build the foundation, you really don’t have a house. Likewise, if you launch a Web site or engage in fad Web marketing techniques (such as Facebook, Twitter, etc.) without solid SEO and PPC in place, you’re wasting both your time and money – two things that are precious in the business world.
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