Smart Ways To Integrate SEO And PPC Marketing Strategies
22 Aug 2022
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Many marketing strategies employ both search engine optimization and pay-per-click tactics. While they may seem entirely distinct at first glance, SEO and PPC marketing can actually complement each other. Together, these two valuable tools can offer more robust insights when integrated than when operating separately.

If you’re looking to make the most of your SEO and PPC campaigns, follow this advice from us.

1. Test And Identify Target Keywords With PPC

Search users have great intent, so using PPC to test and measure in the short term to identify keyword opportunities and SEO to optimize content for those high-value keywords in the long term can reduce your overall cost-per-acquisition over time. - Douglas Karr, Highbridge

2. Use PPC To Control Your SEO Narrative

Proper SEO has a structural responsibility to provide relevant and accurate information about your brand with a long-term strategy for organizing and categorizing your information sitewide. PPC is a great complement to SEO to control the narrative about your brand from every angle and in a much more aggressive and headline-based manner. - Patrick Haddad, Oopgo, Inc.

3. Identify Top Keywords For PPC Bidding

We believe SEO and PPC tactics need to work hand in hand. Search engine visibility audit and keyword research sessions can identify the top searches for your industry, which can then be used for bidding in your PPC campaigns—and vice versa when you can use your paid search data to identify topics to write more SEO content about.
SEO is marketing
07 Aug 2022
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Getting buy-in for an SEO investment is already difficult enough. But we also face the challenge that many companies still question where it fits in with their overall marketing budget.

You’d think we’d have this figured out by now.

  • Are there technical aspects to SEO? Absolutely. But is technical all SEO is? Absolutely not. Not even close.
  • SEO isn’t advertising. Most companies have PPC budgets in their overall marketing budget. One client I’ve worked with for several years gets about 60% of their traffic from organic search, yet they spend approximately 7x-10x more on paid search efforts which is driving 20% of their traffic. I don’t think this is an unusual case. I think this is more likely the norm. 
  • Website “stuff” is still typically an IT expense, not marketing. But, creating content for the website might fit into the IT, PR or social (marketing) departments. 

While SEO has come a long way and developed legitimacy, I think until company leaders see SEO as “marketing,” we will not have earned the due respect that the field plays in a digital marketing effort.

Until SEO is solidly considered a “marketing” function, we won’t realize the requisite budgets to do this stuff right and have an appropriate amount of time/budget invested, considering the potential value/ROI of a solid SEO effort.


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