Clients sometimes get confused as to why paid search optimization is important and why paid campaign landing pages need to be optimized for relevance similar to public pages for organic search optimization. Some incorrectly refer to the process of optimizing pages to receive paid search traffic as search engine optimization (SEO). But this can lead to confusion when others correctly point out that most dedicated paid search landing pages are not publicly indexed by search engines and therefore should not need SEO.
To provide clarity and avoid confusion we usually tell clients the process of optimizing page search landing pages should be referred to as paid search optimization, and that using the acronym PSO will help distinguish it from SEO. We encourage other practitioners to adopt this term and the PSO acronym — consider it InteMarket’s gift to the digital advertising community!
