The Value of Paid & Organic Channels

It's time to stop thinking about paid versus organic search as a battle. In today's digital landscape, marketers should employ both PPC and SEO strategies synergistically for the greatest chance of success.

In this session, we'll cover the difference between the two channels, the drawbacks of a siloed approach, why to align these departments and the key benefits of Synergy

Organic search is any result on a search engine page that is earned rather than paid for. Organic results appear on the SERP in an order, primarily determined by relevancy or how closely the content of the result matches with a user's query. Though there are also other SEO ranking factors that influence where your content appears.

Paid. Search results, on the other hand, are advertisements that appear in the erp. Just like organic search, relevancy is still a major factor determining whether or not an ad shows up. But an advertiser with a less relevant ad can pay more to get the results above a more relevant advertiser who is paying less than them. In the PVC advertising model, advertisers generally bid on keywords and pay for each click their ad earns In a lot of marketing teams today, PVC and SEO functions are siloed, but works with this structure can suffer from a lack of communication and spending inefficiencies. Keeping these teams separate can lead to issues like inconsistent messaging and can reduce your ability to respond to market changes and competitor actions.

Top executives and marketers know that organic marketing isn't an either or proposition. In other words, SEO and PPC marketing strategies are not at odds. They compliment each other. A healthy marketing strategy invests in both organic and paid search and uses each channel's unique attributes to create value for advertisers and visitors. The relative budget you allocate to each will depend on your goals, organizational capacities, and even the season. For example, you might put more budget towards pay campaigns during a major sale event, or product launch.

Let's cover some of the key benefits of a synergistic approach.

Marketers often allocate more funding to PPC than SEO due to the ease of proving short-term ROI with paid efforts. But investing in SEO provides long-term value for tax against rising CPC costs and can optimize budget efficiency. When combined with PPC strategies. By sharing keyword data and focusing PPC spend on underperforming terms, you can enhance your overall performance and reduce costs through an integrated approach.

Paid organic synergy also allows you to boost your visibility across distinct keyword categories, and combining them helps you leverage your existing strengths while bridging any gaps that may exist. Let's say your company's launching a new product line. It's likely that your website doesn't yet have much organic visibility for that category. While you work to build your long-term presence, you want to strategically bid on paid terms to ensure your name is getting out there in the short term. Paid helps with the education phase of product launches, while organic helps maintain a stable long-term presence.

Unifying paid and organic helps you create a scalable content strategy that's more agile and adapts to new search opportunities. For example, you can't always predict search engine algorithm updates or how those updates will affect keyword performance. Pay campaigns can be a short term safeguard for search terms that are impacted by these updates,

and search is all about testing and optimization. SEO can help identify keywords that can be used for future paid campaigns, and paid campaigns can be used to test different creative messaging and positioning strategies. Without connections between these teams, it would take longer to draw conclusions and could delay the impact it has on your brand.

Also, search term opportunity allows you to optimize your content, specifically in comparison to competitor ad copy. Identify keywords that competitors aren't winning. Get a jump on the competition using both PPC and SEO strategies in order to capitalize on these opportunities.

Lastly, SEO and PPC Alignment helps you construct stronger, more resilient teams across your marketing organization. Internal education opportunities allow marketers to learn from each other outside of formal trainings. Unity creates more cohesion amongst teammates, building stronger organizations, and employee retention. You might also find that you can get by with fewer staff by combining some paid and organic responsibilities.

Overall alignment makes your company less reliant on a single marketing channel. Let's say a major algorithm update causes your organic visibility to tank, you'll still have a paid strategy to carry you through the crisis. Likewise, if Google decides to increase CPC cost dramatically, you'll already have an SEO infrastructure in place to maintain your online presence. Paid and organic combination improves resilience and efficiency.

The future of marketing is holistic and customer first, so it's not about organic versus paid search. It's about understanding how your customers are looking for solutions online and helping them find the incredible content you're creating.