The more I work with Internet marketing, the more I learn that all types of marketing are intertwined. In fact, many forms of marketing, like PPC can be critical to launching successful search engine optimization campaigns.

If you are already running your own pay-per-click campaigns, then you’ve been collecting valuable data than can have a tremendous influence on the success of your SEO. The most important thing to know is which information is can be used to inform other campaigns and how it can enhance the overall results you’re looking for.

One of the most effective ways to use PPC is to drive qualified traffic to your website. Essentially, the way that pay-per-click works is that targeted keywords trigger an ad to appear. When the ad is displayed, users click-through to a landing page or website. These qualified visitors are the one’s you want. With a little investigation and knowledge of the specific keywords that generate conversions, you can better focus your efforts for finding and attracting the right visitors to your website.

Once you’ve done your homework and you know which keywords generate the greatest number of click-through and most importantly conversions, you are then in a position to use PPC to support SEO. More specifically, by finding the converting keywords, you can focus your SEO efforts around those terms that convert. These are the phrases that you want to appear in the number one organic position.

After you’ve done your research and you know which terms generate sales, then you’re ready to start your search engine optimization campaign. Focus your SEO on converting terms and achieving top rankings for them. By doing so, you can not only generate traffic through natural search results, you can generate sales. This lowers you costs and improves conversions.

An example of this might be someone promoting an ebook on how to fix a car. If the highest converting keyword is, car repair, then you should consider car repair as a keyword phrase you must optimize for. Organic traffic to this term will produce targeted web site visitors and conversions for little or no money as you improve your rankings.

Optimizing for the right terms is a great start but won’t close the deal. Once you drive traffic through organic search, your landing page must be relevant and have a strong call to action. Get your search engine optimization campaigns up and running and then consider your landing page strategy. Is your website taking advantage of every visitor? What type of conversion rates are you seeing. SEO is more than just attracting browsers, it’s making sure they convert when they arrive at their destination.

Use what you’ve learning through PPC advertising to truly target your search engine optimization campaigns. By doing so, you can improve the quality of traffic you’re attracting to your site and reduce your pay per click costs. Don’t waste time optimizing your site for terms that no one is searching on or that never lead to conversion.