Companies unsure of what keywords to choose for their SEO campaigns have been advised of the importance of analysing each potential choice.
Writing on the Econsultancy blog, industry commentator Richard Hartigan stated that pay per click services have an important role to play in this field.
“Impression and click volume data from pay per click accounts will help to construct an analytics portfolio behind each potential keyword choice,” he said.
Mr Hartigan added that this information will complement any data taken from online keyword tools, while cost per click analytics will give companies a good idea of the competitiveness of each possible keyword choice.
Earlier this month, marketing firm B2 Group conducted a survey which found 40.2 per cent of small and medium-sized enterprises are planning to increase their spending on online advertising, with 13.3 per cent looking to up their investment in pay per click services, reported Marketing Week.
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