Today’s search landscape is more saturated than ever. So what are the best ways to compete in such a busy online space? We all know that a thorough SEO and PPC strategy is essential. However, if your strategies are not synergistic, you can lose the benefits. 60% of the Summit Voice of the Customer survey respondents said they use Google to research products, compared to just 30% who use the online company Amazon. This alone underscores the importance of having a strong presence in the search landscape to ensure your brand is taking up space and increasing awareness – which ultimately leads to conversions and branding.

A synergistic strategy for both paid and organic search can lead to some really beneficial opportunities that might otherwise have been missed if done separately. While PPC and SEO are two very different approaches to digital marketing, the benefits of using insights and strategies from both are too good to overlook. Check out some of the following benefits:

Share insights across channels for the best results

If you choose a combined organic search and paid search strategy, you can easily share insights between channels. At the summit, we use channel-specific data and findings to inform about our overall strategy. This can work in a number of ways, from using specific tools to inform, to planning for other channels, to finding opportunities in one channel using tactics from another (such as using search query reports (SQRs) to identify new SEO Interrogate).

Get the most out of your strategy by testing and learning

Initiatives in one channel can degrade the performance of another. By testing this approach and measuring the results across multiple channels, we are driving the holistic growth of our clients’ businesses.

For example, SEO specialists can ensure that technical recommendations and content optimizations have been implemented on pages that paid specialists rated as below average from the point of view of the quality factor. This could help reduce CPCs and thus spend more efficiently. This is a very reactive way of working, which means that no one on the team misses a trick when it comes to new ways to improve performance.

A flexible and holistic approach

From budget flexibility to consolidated target group strategy, a flexible approach to performance marketing channels ensures greater success in a constantly changing online landscape.

Budget flexibility

Working with both paid and organic search specialists gives you access to a cross-channel budget view. This enables cost savings as the team can focus their efforts on increasing performance depending on the greatest return on investment. This option is not always possible when working with separate agencies or teams.

Audience strategy

A team of PPC and SEO specialists will lead to a consistent understanding of your target audience, branding, and tone of voice. This can improve many things, including using data from PPC Creative Messaging to test the best results for meta-content optimization. It also means that the team has a solid view of the entire customer journey and can work together to achieve the best results for your customers and your brand.

Cross-channel knowledge and know-how

Creating a Search Synergy strategy means that those working on the overall strategy will gain knowledge of all the relevant channels. With specialists in each area who all understand and feed into the combined strategy, you can ultimately get more out of your digital initiatives. This strengthens the team and ensures that every person on the team, regardless of which channel they specialize in, is working towards the same overall goal for their client.

At the summit, our teams are not structured according to specialist areas, but rather according to customer delivery groups. This has been strategically structured so that there is:

– Easy cross-channel communication

– Space for more support at peak times

– The ability to respond to changes or trends in the industry

– A strong focus on the overall goals for the customer rather than just the goals for each channel

A combined strategy for paid and organic search offers even more advantages. In our next webinar, “In Search of Synergies: Winning in PPC and SEO, you can learn more about them and how they can be implemented in 2021 (and beyond)”. Register here to secure your place!

Written by Beth O’Grady, Client Strategy Manager at Summit