IT IS NOW critical that teams in search optimisation (SEO) and pay-per-click (PPC) work together. It used to be usual to have an agency or organic / natural search specialist carry out SEO while a PPC expert focused solely on advertising. That meant you had two sets of experts working for you… double the impact for your business results, or bang for your buck, right?
Well, maybe in the past. However, the digital world is changing. As the line between SEO and PPC continues to blur, you are likely to cause problems employing two agencies or separate SEO and PPC internal teams to work for your company.
Break down any SEO and PPC silos
There was a time when SEO and PPC advertisers were marketing rivals. However, now collaboration is essential between search optimisers (SEO-ers) and paid advertising (PPC-ers) in an organisation or an agency. They help each other perform better.
If you study the top of a typical Google results page, you’ll observe a mix of paid ads and local listings before reaching the lower-placed organic results (usually below the fold). This will happen increasingly as Google works to include paid ads and location pins into local results via Google Maps (further developing its business revenue streams).
Confused by ‘paid search’ and ‘paid social’?
Google dominated paid advertising for so long that PPC was all about just one service: Google AdWords. However, in recent times social media advertising is disrupting Google’s dominance. Facebook, Twitter, LinkedIn now offer great value paid ads.
So PPC has changed to mean ‘paid search’ and ‘paid social’, requiring expertise in social media and content marketing, not just placing adverts on Google.
Your digital marketing in 2017
Nowadays, you’re likely to see lower performance if you have an SEO strategy without content marketing, or a PPC advertiser that doesn’t understand social. Digital teams in your company or agency need to be aligned to achieve best results by collaborative, integrated digital marketing.
The priority as we head towards 2017 is to ensure you’ve set realistic goals i.e. forecast how digital and offline marketing can achieve leads and sales – and then devise the right kind of strategy to make them happen.
SEO and PPC channels work together to maximise your online visibility, traffic and conversions, including:
- Business growth (more leads and sales);
- Increased rankings results (SERPs)
- Cost-effective targeting
- Repeat / retained customers.
PPC and organic search must work together. Marketing decisions really have to be made based on achieving your business objectives, not the separate interests of different agencies or separate PPC and SEO specialists.
If your company or organisation is not doing this – or not doing SEO and PPC well – contact ‘the eConsultant’ to decide how you can achieve it.