Are some people still arguing about whether SEO (getting high in search results without ads) is better than PPC (paying for ads)?
Should companies hire agencies that only do PPC or SEO, or should they keep these teams separate?
The truth is, if marketers don’t use both SEO and PPC together, they are not helping their company or clients as much as they could.
It’s not that hard to work together. This article talks about seven reports that PPC and SEO teams can use and how they can help each other.
Paid reports and what they mean for SEO:
- Top-performing keywords: PPC teams have keywords that work well for ads. SEO teams should know about these keywords and use them to make their search results better.
- Highest-CPC keywords: If some keywords are too expensive for ads, SEO teams can focus on them to get more organic traffic.
- Monthly drops in impression share and search top impression share: When competition increases, it can affect both PPC and SEO. PPC costs may go up, and SEO teams may need to work on new pages and content to stay competitive.
SEO reports and what they mean for PPC:
- Keyword performance dips: If certain keywords perform poorly in SEO, it may mean there’s more competition. PPC teams should consider using these keywords in their ads.
- High-priority keywords: If SEO teams focus on specific keywords, they can share valuable data with PPC teams to improve their ad targeting.
- Keyword difficulty: Some keywords are very hard to rank for in SEO. In this case, PPC teams can use ads to get quick results.
- Top-performing pages and content: SEO teams can share successful pages and content with PPC teams to use in their ads or for retargeting.
To make sure these insights reach both teams, it’s important to have regular meetings and reports. Each team should know what the other is working on.
When PPC and SEO teams work together, they can achieve great results and tell a better story to clients or executives.