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How to Combine Your SEO with Pay-Per-Click Advertising Campaigns

5. Conclusion
68% of all searches in the world are made on either Google or Yahoo!
Getting a good ranking in Google, Yahoo! and recently in MSN.com as well can have a strong
effect on your business!
Google 35.11% ............................112 Million
Yahoo 32.79% .............................105 Million
MSN 12.00% .................................39 Million
AOL 9.00% .................................... 29 Million
AltaVista 1.74% ............................... 6 Million
Lycos 1.57% ..................................... 5 Million
Netscape 1.10% ................................ 4 Million
LookSmart 0.59% ............................. 2 Million
AllTheWeb 0.21% ............................ 1 Million
Hotbot 0.10% .................... Less than 1 Million
Open Directory 0.01% ...... Less than 1 Million
FindWhat 0.0028% .......... Less than 1 Million
Total 99.72% ................................ 321 Million
Source - Wordtracker
A very important point to keep in mind with pay per click is you must test, test, and test some
more. Don't start off with a major investment. Start with the minimum and see how the search
engine performs in terms of the traffic it delivers and how well that traffic converts into paying
customers. A few hours spent ensuring that the correct search phrases are targeted can save
months of useless optimisation. Make sure that your most performing keywords appear on the
pages of your website, especially on the homepage. If you change the content of your website,
don’t forget to keep your best keywords.
An essential part of your testing is having a method in place that allows you to track your return
on money invested. Keep in mind that like any successful marketing strategy, it is vital to ensure
that you know whom your audience is and how to reach them
Identify the search phrases that have been untapped by your competitors. Some search
terms may have slightly fewer searches, but may have dramatically fewer competitors.
Many, many search terms are so saturated by competitors that it would be highly unlikely
that you would achieve a high enough ranking to reward your efforts. Therefore, it is
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