Keyword Strategies for Hybrid SEO/PPC Search Campaigns
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Many online companies work on search engine optimization for their websites as well as launching pay per click advertising campaigns. Rarely do they consider uniting the two strategies. That may be a mistake. Jacqueline Dooley describes a plan you can use to make them work together.
Pay per click (PPC) advertising campaigns on Google and Overture have traditionally been considered as a separate marketing tactic from organic/natural search engine optimization (SEO) in the eyes of search marketers and site owners. The key differences between the two are the control factor and the way your search listing is displayed in the search engine results pages (SERPs). Although advertisers and search engines see a clear distinction between paid and organic search results, the average searcher arguably does not. A study conducted by Pew Internet and American life in January 2005 revealed that only 38 percent of searchers could distinguish between sponsored results and unpaid results. (reference link: http://www.pewinternet.org/PPF/r/146/report_display.asp)
Even if most searchers are aware that some of their search results are from paid advertisers, the methodology they use to find relevant Web pages is the same. Searches enter a keyword or phrase into the search box, hit the search button and click on whatever listing catches their interest. It makes no difference to the searcher whether the listing is sponsored or organic. With this in mind, it makes sense that a highly effective search engine strategy would employ the use of both paid and organic search listings. Developing a strategy meant to capitalize on both paid and organic listings requires some up front research and planning.
Paid and organic search listings have a symbiotic relationship with each other. Understanding how they relate and which keywords to target for which tactic (e.g., SEO or PPC or both) will enable you to maximize your search engine exposure while minimizing the amount of money you spend on both PPC and SEO. Itai Levitan's recent article ( http://www.seochat.com/c/a/Search-Engine-Optimization-Help/Increased-Brand-Awareness-via-PPC-and-SEO/ ) about branding through search marketing really touched on this issue of combining SEO and PPC into one umbrella of search marketing.
Choosing Keywords 
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