Search Engine Optimization Company Fathom SEO Releases New Online Guide

May 31, 2007; 03:11 AM
Despite distinct objectives and skill sets, paid search and natural search engine optimization (SEO) don't need to be viewed at arm's length, according to a complimentary new guide created by Fathom SEO.

"Search Engine Optimization and Pay-Per-Click (PPC) - A Holistic Approach" offers tips about how and when the two practices should come together to bolster a strategic online marketing program.

The report is available at no charge here: http://www.fathomseo.com/forms/getguides.asp

The guide explains how PPC and SEO knowledge should be shared, including keyword research and selection, title and META information, successful ad copy and landing page designs.

In addition, the report includes a summary of search engine marketing industry trends and additional insights about how to develop and evaluate search engine optimization and paid search campaigns.

"Searcher behavior trends emerge in different ways depending on the tools markets use," said Michael Murray, Fathom SEO's vice president of search engine marketing. "Exceptional programs ensure that there is a constant flow of information for effective analysis."

Sometimes paid search and SEO specialists can learn from each other depending on how they cooperate, Murray said. For example, they can share creative copy, calls to action, etc.

Murray cautioned that any decisions need to be thought through. A landing page that works for paid search may not perform as well for search engine optimization because rankings could slip depending on the page content elements, he said. Additionally, as rankings improve, companies need to decide when (or if) a paid search term should be paused.

Fathom SEO (www.fathomseo.com) is a holistic online marketing agency with an emphasis on Natural Search Engine Optimization in addition to Paid Search, Online PR/Link Building and integrated Permission Based Email Marketing. Since 1997, Fathom SEO has been efficiently connecting sellers with buyers at the moment in time they're interested in products and services. Clients include Eaton Corp., Bissell, Sauder, FedEx Custom Critical, Cleveland Clinic and more than 125 others. Fathom SEO produces popular industry reports, speaks at national conferences (including Search Engine Strategies) and recently was named among the top 20 search agencies by AdAge magazine.