It is helpful to consider multiple variations of important keywords, and all possible combinations thereof. Our ongoing project for a Long Island Neurosurgery practice illustrates this point.

We began with a Pay-per-Click campaign to bring them immediate results while building up the longer-term strategy of getting clicks from the organic (free) search results. When choosing keywords for the PPC campaign, we are  not constrained by a limited number of keywords, as we are with the organic optimization for each page. PPC can include a huge number of variations - such as neurosurgery/neurosurgeon/neurosurgeons, combined with LI/Long Island/NY/NYC and many other geographical names, as well as other keywords and teir variations. These and other combinations can yield a very large number of similar keyword phrases - but at no cost, since we pay only for  clicks - and we can further refine the campaign to choose lower cost-per-click keywords and thus yield more clicks within the same budget.

We are also helping to ensure that we get the best possible position, as each of these keywords in specific combinations will bid for ads on those specific searches. Finally, the data gathered in the PPC campaign can be helpful in determining the best of the keywords to optimize web pages for the organic results.