Assuming I’m understanding the distribution properly, I
would say that the presented distribution does indeed coordinate well with the
traffic percentages. It appears that the majority of the head key phases (i.e.
brand terms) are coming primarily from SEO (organically) optimized traffic
sources, while the majority of tail key phrases (i.e. category terms) are
coming from a push in SEM (PPC) marketing.
In the text, AV suggests that one should push PPC campaigns
for tail phrases, as that will help to lead a user down the path to conversion.
I might suggest that the analyst shift perhaps 5% from the
head key phrases budget, raising the tail budget distribution to 80% for even
greater capture potential. Of course, any company should work toward increased
SEO exposure (as that’s where the true ROI resides), while pursuing a well-structured
SEM strategy. Overall, I feel the figures mesh out rather well.
No comments:
Post a Comment