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SEO stands for Search Engine Optimization. PPC stands for Pay Per Click. Both of these are used for SEM (Search Engine Marketing). But there are some key differences between the two. Traffic generated from SEO is free. Traffic generated from PPC, as the name implies, isn’t free.
A common mindset has led to the belief that SEO and PPC work against each other. But here’s the truth: they actually function off of many of the same principles. This means that the SEO team and PPC team should be working together to achieve positive results. If these teams fail to communicate properly, some confusing problems can arise. We spoke to Matthew Sawyer, Marketing Director at Datadial, who shares 7 benefits of using SEO and PPC in synergy.
Benefit #1: Both Drive Success For Marketing
If you want a successful online campaign, then you’ll need collaboration between the two teams. Search Engine Results Pages (SERP) are spaces where both PPC and SEO operate. It only makes sense that the two teams work together to share knowledge and information within this space. With a joint effort, different channels will be able to operate together to bring overall success above and beyond.
Benefit #2: Avoiding Content Disappearance
SEO and PPC teams will both benefit from sharing inventory issues with each other. There are certain content management systems (CMS) out there which can cause issues with inventory. They’re used for managing stock. But they’re not always compliant with the efforts of digital marketing. With a lack of communication between SEO and PPC teams, you may find pages disappearing or land pages missing. This would negatively impact campaigns.
Benefit #3: Stay Up-To-Date With Changes
There may be some sort of change in the structure of the page. There could be recruiting efforts going towards a new shot-caller. Whatever the case, the SEO and PPC teams should be exchanging this information with each other. This will help both teams stay on top of any changes made to the brand, allowing full control of optimization and management.
Benefit #4: Avoid Panic From The Other Team
The PPC team should be reporting any increases in bids to the SEO team. Otherwise, the organic team could start panicking due to the drops in visitors. By sending this information over to the SEO team, they will be better able to explain their visitation drops to clients. On the other side of the equation, the SEO team should report ranking increases to the PPC team as well.
Benefit #5: Avoid Duplication Issues
Let’s suppose that the PPC team decides on the creation of a new landing page. If this information isn’t passed on to the SEO team, this could cause duplicate pages. The end result could be a decrease in organic ranking for both teams. Every duplication issue should be handled individually between the teams.
Let’s say there wasn’t a duplicate page issue. Even so, different pages could still be ranking for the same keyword. This is called keyword cannibalization and should be avoided at all costs. It can be avoided by efficient collaboration between the SEO and PPC teams.
Benefit #6: Avoid Decreasing The Effectiveness Of The Other Team
There are some strategies within SEO that will have negative effects on PPC. For example, Quick Answer techniques may decrease the clickthrough rate of the PPC campaign. If this strategy is going to be implemented, then it’s important that the PPC team knows what’s going on. Otherwise, there could be panic as the PPC scrambles to search for the problem. Panic will lead to a waste of valuable time and resources. The teams should constantly stay in contact.
Benefit #7: Keyword Data From The PPC Team Will Be Utilized
The SEO team can reap benefits from the keyword data that has been obtained by the PPC team. The PPC team doesn’t use guessing tools. They use real-life keyword data which is constantly changing. This is where the SEO team can really take advantage of the information that the PPC team has to offer. This shared information will benefit both sides.
This collaboration can also lead to lower costs per click. It’s because the content on the page can be made more relevant to an ad, which will affect the Quality Score. There is nothing but positive outcomes that will come from effective communication between PPC and SEO teams.
SEO Teams & PPC Teams Will Complement Each Other
It’s commonly thought that SEO and PPC work against each other. But this just isn’t the case. Proper communication between the SEO and PPC teams can lead to great benefits on both sides of the equation. Organic growth can occur for both teams if collaboration is properly organized. This teamwork will also help avoid common complications that can occur from both sides. For example, duplicate pages and keyword cannibalization can be avoided. Communication is key.