Linking PPC And SEO In Large Enterprises
Search Engine Marketing also known as PPC and SEO are have very similar goals. Both avenues are aimed at increasing online visibility, visitor engagement and conversions. However, often times, because SEO and PPC are somewhat distinct in their approaches, a person who may be an SEO expert may not be a PPC guru or vice versa, Search Engine Optimization (SEO) is a long tedious process. With that said, when PPC and SEO efforts are synced in an organization in a way that PPC campaign results are interjected. Strategies it can help increase organic search visibility and reduce costs. Likewise, successful keywords from SEO projects can be used as the starting point for PPC campaigns. With all the advantages that linking SEO and PPC strategies have, it is important to find ways to create that perfect synergy to gain optimal results. In this Search Engine Land article by Ted Ives he explains How to Drive PPC and SEO Synergy in Large Enterprises. See excerpt below:
Let’s assume your organization has two separate teams — a PPC team and an SEO team. This article runs through the checkpoints you should put in place to make sure valuable information is flowing freely back and forth. You’ll notice that all of the checkpoints are either one-time or just yearly… in fact, a lot of it comes down to simple list-sharing. Still, many of these simple checkpoints are all-too-often ignored in large organizations.
A. Goal Setting & Tracking
Obviously, getting alignment on goal setting and tracking is critical; both PPC and SEO teams will likely use Google Analytics, and both are being held to higher-level marketing goals. Making sure that tracking is appropriate and can help drive real business goals is very important.
Checkpoint To Take: Have both the PPC and SEO teams meet and agree on tracking and goal-setting. If tracking is done in Google Analytics, this will make it easier all around, rather than having separate Goal measurements going on with Google Analytics and Google AdWords.
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