No man is an island. Two heads are better than one. We hear these sayings everywhere and practice collaboration constantly throughout our daily lives. The same principles apply when it comes to building higher search rankings. When running a search engine marketing campaign, paid and organic search optimizations should work together to provide the best results.
Some businesses – or the agencies they work with – have separate teams responsible for making organic search and paid search optimizations. When you have two groups working separately towards a similar goal, your outcome might be less than stellar. But why does performance go up when these efforts are combined?
Consistent Goals Across Your Business
All marketing initiatives should have a goal, regardless of the medium. Ultimately, in digital media, the main goal is the conversion. When your paid and organic search optimizations work together toward the same goal, your performance increases and you will likely see more conversions. In fact, one case study found that combining paid search and organic search efforts resulted in a 30% increase in organic traffic and a 25% increase in traffic from search engine marketing.
When they collaborate, both teams have the same understanding of the larger goal. They can analyze results from paid search and organic search to identify weak points and which effort is performing best.
A Holistic View of Your Site and Marketing Efforts
When making optimizations – whether for paid or organic search – your keyword list will make or break your results. When two teams work separately, it’s hard to be sure they’re using the same list. And, if so, what strategies are in play. It’s unclear what is really moving the needle.
Ensuring both work together instills confidence that you have a strategy that accounts for each of your marketing efforts. The alternative is two disparate strategies that could act against each other.
More Impactful Decisions
By creating shared goals and a holistic view of the strategies among teams, your paid search and organic search optimizations will become stronger. Your teams can make decisions that impact both efforts at once. A bird’s-eye view gives your team an opening to make optimizations that work for both initiatives.
For example, your paid search team may notice that a keyword is performing fairly well on your AdWords campaign. However, it may not be appropriately represented in your organic search listings. The two teams can then work together to optimize your site’s content and metadata for that keyword and increase visibility. This will, in turn, improve your Quality Score for the keyword and increase the performance of your paid search campaign.
Numbers Speak Louder Than Words
Numerous studies show running a paid search campaign can increase your organic search results, even doubling brand recall in some instances. However, the most important element is ensuring all optimizations are in sync. A holistic view of marketing and business goals lets paid and organic search work hand in hand.
Still lost? We can help! At Paradigm New Media Group, we focus on solving clients’ business problems as a group. We provide insights across strategy, copywriting, design, and technology to secure exceptional results. If you need an SEO lifesaver or are looking to start a search engine marketing campaign, drop us a line!
