How SEO and PPC Can Work Together

In Google’s recently released video and white paper, which aim to elucidate Quality Scores and their roles in AdWords success, the company suggests the Quality Score should function as a “warning light in a car’s engine that shows how healthy your ads and keywords are,” rather than as a key performance indicator to directly inform paid search strategy. While the media did help to shed some light on areas of uncertainty, much remains open to interpretation.

It seems that Google is essentially downplaying the effect of a Quality Score. Here’s an SEO tip: while it may be tempting to see this as one less thing to worry about, think otherwise. Let’s review the ways in which SEO and pay per click (PPC) marketing can, and should, work together.

SEO and PPC: Better Together

The main goal for both paid and natural search is fundamentally the same: to drive qualified traffic to your site. In my experiences working with both large and small companies, there seem to be some common obstacles to integrating PPC and SEO efforts. For smaller companies with limited resources, it can sometimes be difficult to determine which search tactic to focus on. On the other end of the spectrum, larger enterprises often have completely separate teams focusing on paid and organic search, and with a lack of collaboration and communication, this can lead to a disjointed approach and missed opportunities. As a marketer, you should remember that search-engine marketing is a positive-sum game, and when PPC and SEO efforts integrate, they often lift each other up.
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