SEO vs. Pay Per Click

I often get asked which is better, SEO, PPC or a combination. Depending on your market size and the competitiveness of your search phrases, I generally follow this plan:

• Use SEO to get positioning for your big money phrases. Figure that you will get positioned for one phrase per page, which means multiple variations of a single phrase may take several pages (i.e. bankruptcy lawyer, bankruptcy lawyers, bankruptcy attorney, bankruptcy attorneys will take four pages).
• Use PPC to throw your net very wide for more obscure phrases. These phrases will be cheaper and if the search volume for these phrases is low, you do not want to waste a valuable pages on them when those same pages can be used for your big money phrases.

If you are going for non-geographic phrases such as 'bankruptcy lawyer', a PPC campaign such as Google's AdWords can allow you to bid on this type of phrase and restrict who sees the ad to a specific geographic region of your choosing.

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