Just like keywords are a necessary part of PPC advertising, they are also part and parcel of a strong SEO strategy. Consequently, your PPC campaign will have a better conversion rate if you coordinate it with your SEO strategy.

Making sure that your PPC ads lead to a relevant page is integral to an effective PPC campaign. If a certain ad features a certain product, then the landing page of that ad should not be your home page. The landing page should be a page that offers more information about the product itself. This will ensure a better conversion rate on your PPC ads.

If your keyword is not a certain product, however, it can be difficult to decide on the appropriate landing page for a ads with a certain keyword. Search engines have already indexed the pages on your site, though, and can provide good hints on what which landing pages to assign to which keywords SEO consultant Shimon Sandler explains:

When analyzing a site for optimizing, it’s best to only choose one keyword phrase to optimize per landing page. You can identify which page is already indexed, and considered the most relevant page on your site for your chosen keyword by doing a “site:yoursite.com keyword” in Yahoo to see which page is considered the most relevant. Additionally, you can check to see if your chosen landing page is already indexed in the search engines by doing a allinurl: search query on Google. Use a url: query on Yahoo and MSN.

This approach can help you choose the best landing pages for your PPC ads. Sandler's post also features additional tips for understanding your SEO metrics.