Herdon Hasty attempts to compare SEO and PPC to peanut butter and jelly. SEO is the peanut butter holding together the campaign. PPC is the jelly, sweetening the deal. He suggests combining the two search advertising methods because efforts use the same concepts of headline, body copy, and landing page, and target the same customers.
So, Hasty steps through the process of selecting keywords, testing and applying processes, and measuring and adjusting the campaign as criteria changes. As an SEO expert, he views SEO as the "answer to everything from 'how do I drive more traffic in a recession?' to 'what condiments are best to offer at a business-casual dinner party?'"
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