Integrating Paid Search with SEO

Chapter 5 of Paid Search Enhancement and Integration

Integrating paid search with SEO so they support each other can lead to greater success in search marketing. This chapter considers how to build an effective strategy that accounts for the strengths and weaknesses of both channels.

By Econsultancy

19 minute read

Developing an integrated search strategy that combines paid search (PPC) with SEO (search engine optimisation) marketing requires a thorough understanding of both channels and how to use them effectively together. This chapter looks at this topic in depth. It covers:

Overview of SEO: An SEO strategy is important to any brand or business. What are the key opportunities and challenges of this channel compared to PPC?
Developing a strategy: What are the factors that advertisers should consider when looking at how to successfully integrate SEO and PPC?
Integrating data: SEO and PPC can support each other in many ways – why is data key to this, and how can advertisers ensure data from each channel is not siloed?