In this short video, Scott LoSasso discusses the importance of conducting pilot PPC programs before heading into the 2010 planning season. Conducting tests now can provide crucial insights into what to expect from large-scale programs going forward – in click costs, cost per conversion, cost per lead and other key factors.

“This is a strategic, methodical science – it’s not simply buying clicks to your site… When the economy turns up, marketers that have learned how to do this are going to steal market share from those that have not.”

SEO, or Search Engine Optimization, is an evolving field that requires constant monitoring by a professional interactive agency. While a do-it-yourself approach to search engine optimization might seem like the fastest and cheapest method when seeking to improve your site ranking in the search engines; the truth is, doing it yourself can end up costing you more time, effort and money – and deliver less than satisfactory results.

A professional SEO consultant can point you in the right direction at the beginning of the process. If your site is floundering, they can help quickly identify what may be going wrong and develop a plan to boost your results.

Unlike a paid search (pay per click) campaign, organic search takes time to achieve results, even if you’re “doing everything right.” Working with an SEO specialist lets you focus on your business, not on the ongoing monitoring and adjustments needed to achieve and maintain good search results.

Knowing what techniques are effective, and allowed by Google and the other major engines, is critical. Experimenting with questionable techniques – known as “Black Hat SEO” – in order to boost results is one of the fastest ways to get your site banned from the search engines. A reputable SEO specialist knows what works and won’t risk using questionable tactics that could do more harm than good.

Make sure you work with an SEO specialist that understands your business. For a firm to deliver strong search results, they need to understand your business, your customers and how those customers are searching for products or services like yours. If a company promises the moon, but doesn’t want to learn more about your business, its probably time to look for another partner.

Developing and implementing ethical, effective search engine optimization techniques includes a wide range of activities. From research and planning through optimization and results tracking, SEO is an intensive process. People searching online for products or services like yours are hot, qualified leads. Make sure you are there when they are actively seeking to learn more or buy.