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It?s interesting how potential clients have preconceived notions about which aspects of search engine marketing have the most value. In fact, they tend to fall into two camps that are 180� apart. The first camp believes completely in the value of pay-per-click marketing (PPC). It?s easy to understand why. PPC provides immediate and measurable benefits. The ROI of PPC marketing is obvious. This group doesn?t understand why it?s necessary ?to bother? doing SEO. The second camp believes the only way to go is SEO. Clicks are free and the branding benefits of high rankings have been well documented.

The right answer is that they are both valuable. Each has its benefits and when you can afford to, you should implement both.

Pay-per-Click

PPC makes sense if you want immediate benefits and like the idea of paying for performance. SEO provides branding benefits and longer-term will provide an ROI that is compelling. But unlike PPC, SEO revenue results aren?t as directly measurable and manageable.

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Pay per click (PPC) gives you the ability to have complete control over your search traffic. With PPC programs you select the keywords and write the listings. You control where you?re listed and what the listing says. You decide what your budget is and can adjust your spend rate based on results or events (e.g. announcements, promotions).

By tracking results from a PPC campaaign, you can build up a knowledge base with respect to your business, including which messages perform the best, which search terms have the best conversion rates, and what destination URL is best for specific users to land on. Over time, this knowledge can help you to improve and define your business.

Software Engineer
A Software Engineer covers all phases of software development, support and management and particularly focuses on a methodical approach to the error-free design and building of software. A Software Engineer will developed software with formal methods, Analysis and Design. Using methodologies like SSADM, JAD, RAD, Entity Models / Diagrams Coad/Yourdon, RUP / UML, Business Analysis, Feasibility Studies, Process Design, Process Mapping , Requirements Analysis, Context diagrams, data flow, entity relationship diagrams, and SWOT.

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