Synergy in Search Engine Marketing - Using Synergy - A Semi-Optimization Process
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By using synergy, two parts become stronger as a whole. This concept can be applied to search engine marketing. Combining SEO and PPC offers an overall stronger search engine marketing campaign and encourages a well thought out Web site with more relevant content, pleasing graphics, and ultimately higher visibility among the major search engines.
To combine these two processes, it is important to consider key areas of both processes and how they can complement each other to create a stronger search engine marketing campaign. To complete this process, there are a few main components that include design, navigability and organization, and content.
Design
The overall design of a Web site needs to be taken into consideration to make it appealing to Internet users and search engines. During the SEO process, graphics might be seen as poor use of valuable real estate, therefore SEO relies heavily in text. If little text or keywords appear when a search engine spider is evaluating the content of a Web page, the search engine may place little weight on the Web page's relevancy among other Web documents.
On the other hand, PPC focuses on a quick visual experience for visitors to increase a site's retention rate. A combination of these two design approaches would be to incorporate text to graphics by using an ALT-Tag or Meta-Tag, which provides related text when a user mouses over an icon. A Web site's design should incorporate both good use of text as well as graphics that help support its theme or message.
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