The Secret Connection Between PPC & SEO That 90% of Marketers Ignore.

PPC and SEO collaboration often falls short in many companies, which is a significant oversight. Too often, these two teams seem to compete rather than support each other.

SEO teams might argue, "PPC wastes money; we can get free clicks in 3-12 months." Meanwhile, PPC teams counter with, "SEO takes too long, and PPC delivers faster results with less risk of algorithm changes." While both perspectives hold merit, it’s time to move past this divide and work together.

Ultimately, users searching on Google don’t differentiate much between organic results and ads. While organic results may feel more natural and earn higher click-through rates, ads are still just a step away. Collaboration can unlock new opportunities for both teams. Here’s how they can share valuable insights:

?? **Most Expensive Keywords**

Some keywords are simply too costly to bid on. Sharing these with the SEO team allows them to prioritize and target these terms, capturing traffic that PPC might otherwise miss.

?? **Top-Performing Keywords (Money Keywords)**

Not all keywords perform equally. PPC teams often identify a handful of high-performing keywords, along with successful ads and landing pages. Sharing this data with the SEO team can inform their strategy.

?? **Impression Share Metrics**

If PPC is losing impression share on certain keywords, it’s a signal for the SEO team to focus on those areas. This helps ensure the business doesn’t miss out on valuable opportunities.

?? **SEO Priority Keywords**

Knowing which keywords the SEO team is targeting is crucial. If they’ve been working on them for a while, they may have insights into what resonates. This is especially useful when onboarding a new client or starting fresh in a company.

?? **Top-Performing SEO Landing Pages**

Pages that rank well in organic search demonstrate strong alignment with user intent. PPC teams can use this information to improve their landing pages for paid campaigns.

?? **Keyword Difficulty**

Highly competitive keywords can take 6-12 months to rank for organically. PPC can help test these keywords in the short term, providing data and insights to refine SEO efforts.

By working together, PPC and SEO teams can achieve far more for the business than they could individually.

So, are you collaborating with your SEO team? ??