PPC and SEO working together – a mutually beneficial approach

SEO and PPC are often two very separate activities running independently of one another. Surprisingly often, neither team will have been introduced to the other, let alone have worked together.

It’s surprising because both teams are trying to achieve the same objective: prominent visibility in SERPs and increased traffic and revenue.

At Search Marketing Summit Sydney 2018, I presented a mutually beneficial methodology of running SEO and PPC campaigns together to increase the effectiveness of PPC spend and improve SEO targeting. This process aims to identify and minimise inefficiencies in a search portfolio and strategically utilise both marketing channels for the greatest gains.

My slides are below, along with some recommended reading to provide further information.

Recommended reading

  1. PPC Insights for SEO: Reducing CPA
Robyn Lodge :

As one of our most excellent consultants, Robyn looks after many of our retail client accounts. With a broad knowledge base across technical SEO, creative and content marketing, Robyn's our go to girl for agile problem solving and an astute opinion or two.

When not in the office, Robyn is happiest in either of two environments: scuba diving or eating tubs of Ben & Jerry's. Combing these is a life-long dream.

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