How To Combine SEO & PPC Keyword Strategies For More Effective ROI

There is a common challenge that both agencies and clients face when it comes to SEO and PPC departments: cross-functional collaboration.

You might think that SEO and PPC would work together by default, but the two are often treated as silos with separate campaigns and strategies.

Why is this happening? Because departments or agencies have their own goals in terms of traffic, sales or conversions.

But as Ugo SmithCo-Founder and Chief Technical Officer Estudio34 Marketing AgencyIt will turn out, that there is an underrated tactic among Internet marketers that helps you optimize your digital marketing budget – it involves SEO and PPC working together with The right tools.

The following strategy is an easy to use and unfamiliar framework, which can give you the upper hand against your competitors.

Here, Smith explains step by step how you can optimize your digital marketing budget with the right SEO keyword strategy.

Step 1: Understand how SEO fits into the larger context of your business

Learning more about what other departments do, which keywords they target, and how each department’s goals benefit the business can help you avoid spending excess budget, time, and resources on keyword nesting, and more.

Sure, if your SEO and PPC mistakenly target the same keywords, there are ways to fix any damage retroactively—but each comes with time-consuming results.

For PPC segments, the option to stop bids with certain overlapping terms will generate savings, but may also affect conversions.

For SEO teams, overlapping keywords with PPC search campaigns may result in less traffic or lost conversions that are legitimately attributed to that channel.

So, how do you avoid these extra repair steps before they happen?

The key is to work together to overcome it.

The savings you get from the collaboration will free up those resources and budget to go beyond your pre-existing marketing goals.

How to combine SEO goals, PPC and keyword strategies

You should see sales or conversations as the goal of the team.