SEO is the process of improving Web pages to rank higher in organic search engine results for targeted keywords and keyword phrases. The ultimate goal is to generate more revenue for the business that operates the Web site.

PPC advertising is the process of paying for traffic sent to specific Web pages placed in search engine results for targeted keywords and keyword phrases. The ultimate goal is to generate more revenue for the business that paid for the ads.

New Year's resolutions, at least in here the U.S., typically include exercising more and eating less to attain or maintain a healthy weight. If you apply similar goals to marketing your business online, you're probably focusing on optimizing more and spending less on PPC advertising to maintain and grow a healthy business.

Going on a diet and balancing your Web marketing mix are a lot alike. If you achieve a balance between the two priorities, you're almost guaranteed positive results.

How can you determine if your Web site is optimized to make the most of organic search referrals and is visible when paid placement is required? If you're the DIY sort, get ready to exercise your mind and potentially eat your words. The balancing act begins by doing some intensive keyword research.

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