You’ve probably already heard that SEO and SEM efforts should be integrated. But why should they be integrated? And what are the benefits of synergy between them? And with social now becoming a larger part of the picture, where does that fit in? I was recently at the BrightEdge Share11 conference and there was a big emphasis on campaign integration. Their stance was pretty much the same as ours, plain and simple: PPC, SEO, and social campaigns should not be divvied up into three separate campaigns, run by three separate non-communicating departments. Now before you write this off and say to yourself your search campaigns function fine as separate efforts, there is credence to this claim. Here’s why.

Understanding the dynamics, strategy, and pace behind both SEO and PPC, it’s understandable why many businesses choose to separate them. But if your teams aren’t communicating, they’re missing out on some key opportunities to improve online marketing performance as a whole.

For example, from an SEO perspective, using the right keywords is the foundation to strategy and ongoing implementation (everything from meta descriptions  to link building efforts center on a cohesive and comprehensive keyword approach). This is where paid… Read More