A Duet Called Search Engine Marketing
As digital marketers, we have more information available at our fingertips than ever before. We use all this information to inform our strategies and gain an edge over our competitors. Even though at times we may feel overwhelmed by the amount of data we have access to, we understand the value of being data-informed and the impact it has on our clients’ campaigns as a result.
One of the biggest data sharing opportunities available to most digital advertisers is the synergistic efforts of both organic search (SEO) and paid search (PPC) advertising when they play in concert together. Yes, SEO and PPC are two completely different disciplines, but they are both fueled by the same search engine logic that prioritizes relevant content and keyword strategies to dominate the search engine landscape. With these two channels being so closely connected, it doesn’t make sense to only leverage data from one source without consulting the other. That would be like two musicians on the same stage playing different songs independently of each other. It might not sound terrible, but it would be so much better if they harmonized.
Sure, chances are you will see indirect benefits from both marketing efforts by activating them separately. We all understand that having a strong organic and a strong paid presence in the search engine results page (SERP) is a good thing – more SERP real estate means more visibility and traffic. But while the inherent external benefits of an SEO and a PPC presence are obvious, the difference between advertisers who play small gigs and those who sell out stadium shows is the deliberate collaboration of data sharing and tactic integration that benefits the collective rather than the individual channel.
The key is communication and coordination. Both channels are complimentary and supportive of each other, and when integration is baked into planning and strategy, it yields powerful results. For example, sharing PPC data like high performing keywords or ad copy can help inform SEO strategy while on-site enhancements from an organic perspective will boost paid performance and increase efficiencies. Similar to how a guitar player would follow the tempo and beat of a drummer, each channel can provide complementary insights that work best together.
As good as one-off integrations may be, successful integration needs to be a part of your digital strategy at inception. The entire process starts with goal alignment and making sure that everything is being executed for a specific purpose. Coordinating across teams can be difficult, especially large ones, but by establishing proper data sharing and touch points early, you can greatly enhance channel effectiveness and performance.
SEO and PPC are better together and those who can leverage this integration and the data associated will reap the rewards and be a search engine headliner for years to come.