Holistic SEM is the way to go…
Aaron Wall on Holistic SEM
by Katharina Scholtz
2008/11/24
Search guru Aaron Wall of SEO Book.com is back on GottaQuirk to answer some questions. Our own search fundis – Heidi, Shaun and Suzan – were given the chance to pick his brain on the topic of running a holistic SEM campaign. Enjoy!
What is the number one mistake clients/people make when integrating PPC and SEO campaigns?
The biggest mistake is that they try to use the same pages for all the queries. Your PPC pages should be conversion oriented, but if your market is competitive you may need to create some informational pages and market them to be able to rank against some of the top competitors.
5 Principles of Holistic SEM
Before the word ‘holistic’ was applied to delicious smelling therapies and feel-good oriental treatments, it had noble roots in a concept originally expounded by South African statesman, Jan Smuts.
He defined Holism as “The tendency in nature to form wholes that are greater than the sum of the parts through creative evolution.”
As search engines evolve, we Search Engine Marketers (SEMs) are noticing a curious thing – a holistic pattern is starting to emerge in many of our Search Engine Marketing (SEM) activities.
We’re seeing that a holistic SEM approach not only produces healthier results, it also has the ‘double rainbow’ magic of presenting our clients with better return on investment (ROI) for their online spend.
Without getting into the specifics of a client campaign, it can be difficult to explain this. Instead, I will outline 5 holistic SEM principles, which you can weigh your own SEM activities against.
http://holisticinternetmarketing.com/
webmaster at holisticsem dot com
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