Synergy in Search Engine Marketing - Navigability, Organization, and Content
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Navigability and Organization
Historically, the word navigability was used in reference to the suitability for the passage of a ship or aircraft through water or air. American Admiralty Bureau's Commentator Vol.4: "A Common Highway", Comments on Navigability and Public Rights on the Navigable Waters of the United States, Raymond F. Bopllinger discusses the publics' rights to "navigable waters of the United States." He concludes that the public has certain rights to clearly defined navigable waters.
In similar terms, just as fishermen and maritime experts have the rights to navigability of ocean waters, all Internet users should be able to find what they are looking for while surfing the World Wide Web. All users have certain rights of navigability, and there is no replacement for the ability to readily locate important information. Sound navigation is vital because a Web site that is difficult to navigate can act as a deterrent to the average Internet user and can be the cause of high frustration and hours of wasted time looking for hidden information.
An SEO approach to this topic would be to structure a site so that is has defined links for users. PPC focuses more on a clear and simple way to buy products and services. To combine these two ideals, a Web site should have established links that connect Internet users to channels or specific areas of interest.
Content
In the SEO process, a Web site is evaluated on overall content. For example, when using SEO recommendations, certain consideration is given toward text content and selecting appropriate words, which help various search engines determine a Web site's relevancy. Since PPC also focuses on the selection of appropriate keywords, it is important to consider popular terms, which accurately reflect a Web site's product or service offering. Therefore, it is important to include as much useful and relevant content as possible. If a Web page is full of non-relevant terms and useless jargon, without a clear understanding for the average Internet user, neither SEO nor PPC will provide significant value.
Conclusion
SEO and PPC are two individual processes that have overlapping topics such as design, navigability and organization, and content. When these topics are addressed in a combined manner, a stronger and more complete marketing method is born.
Overall, the field of search engine marketing is enhanced when the key processes of SEO and PPC work hand-in-hand to create a stronger form of search engine marketing.
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