What not to do in PPC and SEO

Understanding what a pay per click (PPC) and a search engine optimization (SEO) campaign is easy. Running it successfully is a whole other thing altogether.

While most experts discuss what to do in a campaign, they often forget discussing things that shouldn’t be done. Here’s a rough list:

•    Use customer terms, not your terms – if you’re selling a product, you need to see that product from the eyes of the consumers. This means that you should be more specific and precise in your keyword selection.
•    Link to specific product pages – for example, when a customer clicks on a link that says ‘HD TV’ and is redirected to the home page of Sony, then he’s going to hit the back button. That link should take the browser to a page dedicated to the HD TV model and not the home page of the manufacturer.
•    Content is key, content is king – Most customers are undecided when they visit your site. Good and trustworthy content can quickly convince them that you offer a value-for-money product.
•    Optimize their shopping experience – if a customer purchases from your site, make sure that they remember you for the shopping experience you give them. This way, the buyer can tell his friends about your site, giving you more clients in the future.