Happy Tuesday!
This week, we're going to try to mend some fences. In search marketing, PPCs and SEOs often get in one another's way, or at best maintain a healthy distance.
Yet, we are all marketers. At the end of the day, our jobs are the same: ROI = Attract & Convert > Spend
3 ways to unify search marketing: Stop silo'ing PPC and SEO (and GEO); Stop padding performance data; Stop arguing, start collaborating.
SEO in Isolation = Wasted Opportunity
Too many SEO teams hide behind the "SEO takes 6 months" excuse as a means to avoid discussions around multi-channel marketing. SEO work should serve multiple channels from day one.
Bad Data = Good-Looking Lies
Clear, aligned definitions of what counts as a conversion are non-negotiable. Track real outcomes: calls, form fills, purchases - not page views.
Shared Strategy Beats Channel Competition
PPC tests help validate SEO decisions faster. SEO helps build the foundations PPC needs. Build landing pages with both SEO and PPC (and GEO!) input.
Until next week, Greg