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?