Aligning SEO & SEM Strategies

Some think SEO and SEM are two entirely separate things, given that your organic and paid performance metrics do not directly affect each other. However, this doesn’t mean that you should distance strategies. The truth is, there are multiple ways of how one can inform the other. Leveraging the data and activity received by both of them will help ensure long-term success in both.

Setting Up for Success

It’s important, firstly, to set a proper balance between your SEO and PPC efforts. On one hand, you want to pull as much relevant traffic to your site as possible through platforms like Bing Ads and Google Ads. At the same time, you should worry about rankings being high enough to get people’s attention naturally, and avoid paying for non-converting clicks.

Understanding the Problem

Using a joint strategy allows you to more effectively tackle particular business objectives. For example, you can run a pretty effective ad campaign while having a sub-par website. That ultimately won’t matter if your website drives away these leads through slow load times, irrelevant content, or outdated appearance. Aligning your ad strategy to their SEO efforts helps ensure that you create an effective funnel that works from start to finish.

Another example would be a campaign that performs ok, but would otherwise do better with the help of better keywords. This is usually pretty common in niche areas and industries, where those that run the ad department likely know little more than some basic generic keywords. Coordinating with the SEO department, who runs the site and its content, would likely help to remedy this situation, as they would have an innate knowledge of the subject, as well as a list of proven keywords that you can use.

Either way, it helps a lot to have a campaign that works from start to finish, as it can lead to a more collaborative effort. Sharing results and observations with each other can strengthen the effectiveness of the client’s campaign.

Taking a Long Term View

Ultimately, it takes a certain amount of foresight to run these side by side, as they are a coordinated effort that will only happen purposefully. It is important to have two teams that are both knowledgeable in their respective fields, yet are still able to work together and collaborate to create a certain need. This is why Boston Web Marketing offers both SEO and PPC services, employing specialists that are the best of both, and enabling them to collaborate and work together to be the best they can be. If you feel like you could benefit from their expertise, contact us at 857-526-0096, or submit an online contact form. We’d love to work with you!

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