The new age of SEM presents quite a few challenges for SEO and PPC teams. Most of the time the two teams are kept separate from each other, and find themselves in different parts of the building, and can even be based in different cities or countries. Integration between SEO and PPC is an important component of a healthy and successful SEM strategy; they need better intelligence to connect the dots to stay ahead of the competition. Using insights from paid search for natural search optimisation offers opportunities for both teams to fine tune their strategies as a united SEM force.
The four most obvious benefits of a combined SEM force are:
Synergies PPC ads can be used to refine organic keyword strategies and it can work the other way around as well
Collaboration Combining SEO and PPC generates more exposure on search engine results pages (SERPs)
Exchange With Google’s data restrictions, sharing data is even more important to find successful keywords or removing unsuccessful ones
Simplify Pay-per-click campaigns can help you to decide which keywords are relevant for you, result in high traffic, which ad copy lead to a conversion, which keyword leads to the most sales or leads
All of this frees your teams’ time to focus on optimising their marketing strategy and will ultimately have a positive impact on your marketing ROI.