Advertising for search traffic WHILE investing in longer term strategies is intelligent budgetary spend.
Being a dedicated agency, we often have the opportunity to work with many different agencies throughout our client partnerships. Sometimes we will build a client’s website but someone else does the design. Sometimes we’re working with clients on design and brand tenets for their marketing departments to roll out. Those type of situations work very well because the functional behavior of the end product doesn’t depend upon only the design work or roll out. In fact, in these situations, each agency can challenge the other to ultimately produce a better result.
One scenario, however, where a multiple agency solution may not produce the best result is when PPC and SEO efforts are split. Though it may seem that the two efforts break apart nicely, the fact is, they are really inseparable aspects of search marketing. I have sat through all day seminars and given relentless trainings on why PPC and SEO should be managed together, but for this post, I’d like to keep it simple.
When your SEO and PPC efforts are handled by different agencies, you can easily end up paying for terms that already rank well organically – which ends up being wasted spend. You pay more because those agencies are not communicating robustly. Further, PPC can be used to quickly test the effectiveness of specific keywords. If a particular keyword happens to be attracting a lot of clicks, that could be a great candidate for some SEO work. If two agencies are working on either, you may never surface those opportunities. After all, who wants to pay for clicks that could be obtained for (relatively) free?
Strategically aligning your PPC and SEO efforts allows you to convert paid clicks to free ones! Ideally, we not only want to use PPC to surface SEO opportunities but maximize opportunity while we make a concerted effort to rank organically for the identified terms. The end goal: stop paying for those clicks. It saves money and ultimately produces a better, longer-term result. PPC and SEO are the yin and yang of search marketing. Together they make a perfect circle.