If you’re considering the best options to manage your search engine marketing efforts, it makes the most sense to have unify your organic and paid search under one roof. When the same agency manages both PPC and SEO campaigns, the company often benefits in the form of faster updates, streamlined reporting, and cost savings.
Here are some reasons why managing these campaigns with the same team is in your best interest.
Faster Response to Algorithm Updates
Google’s organic search algorithm updates frequently, with core updates occurring every 3-4 months. These updates can substantially shift organic rankings, sometimes unseating pages from their top rankings or boosting new content to the top of Google’s results. When this happens, an agency’s PPC team can adjust its paid strategy to add pages and keywords that dropped from the organic results, while the SEO team has time to make updates and adjust the strategy.
Integrated Keyword Data
Keyword data is gold when it comes to online search. With the same agency handling both your SEO and PPC, keyword performance data will be seamlessly exchanged. Paid search campaigns can target and test multiple groups of keywords and pages to learn what ads and audiences convert the best. The SEO team can then leverage that same keyword data to create content to capture long-term organic traffic.
Efficiencies in budget allocation arise when both strategies are managed together. For instance, if specific keywords are proving to be expensive in PPC, but the SEO team already has organic content ranking for them, budget adjustments can be made accordingly so that each channel brings you the best results without unnecessarily duplicating efforts.
SEO is excellent at driving top-of-funnel traffic, but organic search teams can only turn an ROI in a reasonable amount of time with fast keyword data and a product-led mindset. PPC teams are often laser-focused and expected to be conversion-focused from day one. When the campaigns are managed under one roof, you get scalable organic traffic with product-led keyword targeting from the PPC team.
Receiving one comprehensive report for SEO and PPC efforts makes reviewing KPIs and adjusting strategies easier. Simplified reporting also means quicker decision-making and a clearer understanding of overall digital marketing performance.
Maximum Search Visibility
When PPC and SEO work in tandem, it can ensure there are no gaps on Google. The PPC team can purposefully send traffic to specific pages, while the SEO team can optimize the same pages, products, and images for organic search to try and take up as much search real estate as possible.
Combining SEO and PPC efforts under a single agency ensures that there is a consistent message across organic and paid search. The same agency will understand the nuances of the products and brand and use that knowledge across all search platforms.
Holistic View of the Search Landscape
Managing both of these digital marketing channels together gives a comprehensive understanding of the search landscape. What works in paid can generally inform SEO, but the content needed to get a solid organic ranking is often different.
An agency that manages both under the same roof will see both micro and macro search trends and can adjust the strategy to ensure both channels are effectively growing your business.
Doing one but not the other?
If you’re currently investing in one of these channels but not the other, we encourage you to contact us at Sitemap to discuss your options. You may leave revenue on the table or give it away to your competitors by staying absent from SEO or PPC. Give us a shout today, and we’ll gladly share how we can help.