Before I can elucidate my justifications for concentrating on the optimization side of things, I should perhaps discuss the differentiation between search engine marketing (SEM), pay-per-click (PPC) ads, and search engine optimization (SEO). So here are some points...
SEM is the large industry that includes all marketing that involves search engines including:
?Purchasing and maintaining PPC ads;
?Search engine submissions through paid-inclusion and trusted feeds;
?Conventional SEO work.
One piece of the puzzle that goes beyond all features of SEM is proper understanding of how to select the appropriate keyword phrases for your campaign. Whether you focus on SEO, PPC or trusted feeds, keywords are key element. There are other features of Search Engine Optimization (SEO) that use related skills, but working with PPC ads and working on SEO can be two very different factors.
Purchasing and maintaining PPC ads is advertising. It's like advertising in a newspaper or a magazine. It doesn't require much technical skills, but relies greatly on understanding target audiences, demographics, conversion rates and ROI, along with having the correct ad-writing skills.
SEO is a bit more technical. Today, for promoting things we do have to have a knowledge of target audiences and all that, but usually SEO involves understanding how search engines work, as well as one must have a sound knowledge of HTML coding and Web site design. You don't need those proficiencies to be good at PPC.
Most of the good Search Engine Optimizers (SEOs) out there nowadays started out as web designers or programmers and have been doing SEO for many years now. Having learned things gradually over time and by concentrating only on SEO and not trying to figure out all the complex particulars of PPC, I have the chance to learn every detail there is to know about SEO and I still learn new things every day.
It's already a lot of work to keep up with conventional SEO and it's my feeling that if I tried to branch out to PPC also, I'd have to split my energy and my brain power which would probably make me less efficient in my work overall.
