Search engine optimization (SEO) and pay-per-click advertising (PPC) are two distinct tactics operating within the search engine marketing (SEM) arena.
Though SEO (define) and PPC (define) are allies in the pursuit of high visibility on search engine result pages (SERPs), these tactics are often considered adversaries in the context of search marketing budget allocation.
At SES New York, which takes place from March 22 through 26, SEO proponents and PPC evangelists will assert their positions at the session, "SEO versus PPC: the Ultimate Search Battle."
While it's widely accepted that integrating both SEO and PPC lifts aggregate performance, the objective of this panel sets aside diplomacy in lieu of spurring some lively debate!
Panelists will present a case in support of their preferred search tactic in an open-discussion format, providing for an animated, relevant, and informative dialogue.
Key data and actionable insights derived from effective use of Web analytics will help address the plethora of unanswered questions generated by this pair of complementary, though competitive, search tactics.
The exchange will be intense as industry panelists tackle ongoing SEO versus PPC contentions such as:
A Call to Arms
Ultimately, the true winner in this hotly contested debate is the search marketing tactic that meets the specific needs and objectives of the business or company in question. Ideally, it's not an either/or scenario for any online entity aiming to gain its share of SERP real estate.
But as search marketing budgets tighten and the marketplace crowds, understanding proper execution of these crucial tactics will return greater results from both the paid and organic ends of the search spectrum.
Don't miss this no-holds-barred session that promises to (finally) shed some data-driven light on this ongoing battle for search marketing supremacy.
Meet Rhian Ryan at SES New York, March 22-26, 2010 at the Hilton New York. SES and ClickZ are both part of Incisive Media.
Introducing... ClickZ Live!
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As Sr. online marketing analyst, Ms. Ryan is responsible for developing strategy and executing tactical initiatives surrounding paid search and interactive marketing campaigns for Earthbound Media's client base. From campaign inception to optimization to expansion, Ryan applies end-to-end paid search management skills that support clients' online performance goals.
Prior to joining SoCal-based Earthbound Media, Ryan served as paid search strategist at Acronym Media where she managed large-scale, multinational paid search accounts for clients around the world.
Ryan got her start in the online arena after developing the first interactive marketing strategy for bestselling author Sergio Esposito's renowned wine retailer - Italian Wine Merchants. Ryan created online marketing initiatives that included search marketing, online advertising, and interactive customer retention systems.
Ms. Ryan's experience bridges the gap between paid search strategy and execution. She has fought the battles of old thinking and won big with massive experience in the online space.
You can find her on Twitter at @uber_rhian.
December 12, 2013
1:00pm ET / 10:00am PT