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Finished reading an obituary in the Economist this morning and what struck me as interesting is that a person’s beliefs and consistency can carry them very far. I am enamored by how it applies to everything we do because at the end of the day nothing matters as life is short.

In SEO, sometimes having a strong belief in what you do has bigger benefits than thinking that the other side of the fence is greener. I work side by side with the PPC managers and see that it drives a ton of internet traffic; much more than SEO in fact. However, people continue to throw a lot of money into the PPC game without even giving SEO a quick look into how much it can improve their ROI of the overall internet marketing scheme.

Most SEOs are well verse in not only in driving internet traffic but have a wide range of web development concepts locked down as web template optimizations and search algorithm knowledge through years of successful search manipulation. Compare to a PPC expert, an SEO expert is more net savvy and likely to be more careful regarding clients’ money because their reputation is on the line.

In PPC, it is always about a pass through cost with advertising vehicles as AdWords, Yahoo Marketing, and Adcenter where clients are paying a 10-15 percent management fee. And if such campaigns are not observed closely, it can become very expensive. It is always best to balance the two efforts of SEO and PPC hand in hand.

Going back to the belief, I strongly believe that SEO when implemented correctly can benefit PPC campaigns at the same time because a well optimized website automatically garners higher quality scores from PPC engines. When performing SEO for clients, think in terms of building a total legacy where everyone will know that you provided the best service at the highest quality. SEO should always be a treat and a privilege for you and your clients.