Research For SEO vs. PPC

Often when I complete a keyword research project for a client, they ask me about keywords I may not have included, or they want to know what the relative competition on the keywords looks like. This happens often enough that I thought I would remind everyone that while research for SEO and PPC can go hand in hand, they’re actually very different.
First, think about what your goals are with each medium. What are you trying to do, and what constitutes success in that area? Next, think about how the keywords will be used. Where, when, how often?
Finally, consider what your margin for error is. If you don’t get exactly the right keyword, what’s the penalty?   Search Engine land Aug 28, 2012 at 11:11am ET by Jenny Halasz

What… Is Your Quest?

In SEO, your goal should be to understand the keyword landscape of a topic. What keywords do people search for, and what does this tell us about their intent? What can we learn from looking at keywords in a broader context?
For PPC, your goal should be to find the keywords that you can bid on. Which keywords are going to make you the most potential money for your cost-per-click investment?
You should focus on keywords that suggest a purchase (or goal completion), that represent a category area that is profitable for you, and that you can’t easily get ranked for in organic (most of the time – there are exceptions to this).

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Disclaimer: The postings of opinions on this site are my own and do not necessarily reflect those of my clients or publishers. Jim is an experienced Internet Marketing Consultant in Milwaukee Wisconsin. His mission is to help you increase your advertising return on investment and decrease unproductive advertising expenses through proven, online marketing strategies. He works with local businesses, agencies, and Non-Profits. Feel Free to call him at (414)699-5444 to schedule a Free Consultation.