Do you use the same set of keywords for your SEO and PPC (pay-per-click) campaigns? If you’re fond of keyword research shortcuts and you’re recycling keywords automatically between these two search platforms, you may be hurting yourself financially.
Jenny Halasz, in this well-written post at Search Engine Land, says there’s a big difference between these two channels and that each mistake, particularly on the PPC side, could cost you money.
It all boils down to the purpose of your keywords and the penalty you incur from any error you make in your selection, Ms. Halasz explains. While you have room to maneuver with SEO (since you’re not being billed per keyword), PPC is a tighter alley to drive through because each wrong keyword included in your campaign can potentially cost you money.
How do you conduct your keyword research? Do you differentiate between SEO and PPC keywords?
Read Jenny Halasz’s article at Search Engine Land now