Why is a raven like a writing desk?
No, seriously, why is a raven like a writing desk? Thousands of readers have pondered this question, albeit briefly, in the last hundred and fifty years. Eventually, they give up on the riddle, because it’s impossible to find an answer. Lewis Carroll threw it in the way of his young Alice to further confuse her in her adventures in Wonderland.
To anyone of a logical frame of mind, the real answer is, ‘it’s not.’ Ravens and writing desks are two different things. They may come into contact with each other, but they really aren’t alike at all.
When it comes to your online plan, PPC is your raven and SEO is your writing desk. The two things really aren’t alike at all. So why do many website owners insist on trying to make them the same thing?
Lots of businesses try to lump their SEO jobs into the general Internet marketing basket along with their PPC. Some even simply lift keywords from their PPC campaign and jam them onto their site’s pages, figuring that the same tactics will work in both places (or vice versa). They won’t. Search engine optimisation is a very different kind of Internet marketing animal, and it needs to be treated as such.
Different Internet marketing campaigns should take each other into account. It is not advisable to let your PPC drive your SEO. Don’t treat a writing desk like it’s a raven. It’s important to realise that search engine optimisation is a discipline of its own, with its own rules, own effective techniques and its own pitfalls.