Top Hosts have a very interesting article on Holistic Search Engine Marketing which is well worth the read. They suggest a multilayered approach that includes:
– Pay-Per-Click (PPC)
– Natural Search Engine Optimization (SEO)
– Website Conversion
‘The fact that these components are most effective when used in concert does not mean that each should not be tracked individually- of course they should. But do not be surprised when your returns on two or more of these disciplines used together are greater than the combined returns from the individual components used separately. And this presents a dilemma- a highly successful holistic SEM approach can make extracting exact ROI figures for each individual component difficult, since “the whole” has become “greater than the sum of its parts”. But as many savvy companies are discovering, this is a nice problem to have.’
Read more at The Holistic Approach to Search Engine Marketing
