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Chapter 1. Why Is Search Engine Advertis... > Advertising Complements Web Site Opt...

Advertising Complements Web Site Optimization Efforts

Just as it's a simple way to test new promotions, search engine advertising supports your optimization efforts, too. Are you hiring an optimization firm? Wait! Before you provide them with the keywords you think are important to your audience, run a paid placement campaign. You'll find out almost instantly how much traffic search engines can deliver, and what your conversion rates are for the keywords you chose.

I guarantee that you'll discover at least one surprise. A keyword you thought would perform well actually bombs, or one that you half-heartedly chose ends up being a golden winner. Now discuss these with your optimization team to better your keyword selection and web redesign objectives. And if you're going to expand your current optimization efforts, again, try paid listings before wasting resources on optimizing new pages that may get rankings but no customers.


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