Why connected organic and paid search is more important than ever
Search marketing can be a costly endeavour, so anything that can make your investment in these channels more effective should be welcomed with open arms.
Integrating SEO and PPC allows you to take a holistic view of your search data, granting improved targeting and a joined-up approach to messaging, on-site experience, and bid management. For example, if you’re targeting keywords via paid search that you have great rankings for in organic search, you can create a bid strategy that focuses on efficiency of spend on these terms. That then frees up budget that you can invest elsewhere.
The benefits of integrated marketing
- Rapidly identify and capitalise on new and emerging search trends
- Identify gaps in query coverage
- Save time and resource understanding search market
- Develop PPC bid strategies that reacts to organic coverage
- Streamline activities that benefit both SEO & PPC, like page speed optimisation
- Better understand user journeys with multi-channel attribution
How our integrated search marketing approach works for you
At MRS Digital, we still have a separate SEO team and a PPC team, but our strategies are integrated. From the outset of working with a new client, we’ll be considering total search coverage and how to maximise the opportunity search offers with each channel together.
We take time to really understand your target audiences and their search behaviour. Investing a bit more work early on pays dividends as it yields greater online visibility, lower cost opportunities, and allows to map out how your users progress through the marketing funnel.
We then build strategies that identify and address coverage needs in the short-, medium- and long-term. After all, you probably shouldn’t be bidding in PPC exactly the same now as you will in 9-months’ time when SEO is pushing valuable keywords up the rankings.
Vitally, we use joined up reporting to paint a fuller picture of your search coverage and performance. Techniques like data blending in Google Data Studio let us tie the data together so we can adapt our approaches to SEO and PPC to what’s really happening. Ultimately, this side-by-side analysis means our teams can flex in ways that generate efficiencies in work/allocation, meaning better return for you.
Unified PPC & SEO Support Under One Roof
Get in touch with the team at MRS Digital today to see how we can help you get the results you deserve with a bespoke, integrated search strategy.
+ We’re Multi-Award Winners
We’re proud of our busy awards shelf. Not only did we win the UK Agency Awards’ Integrated Search Agency award for 2021, we’ve also won a host of other prestigious industry awards.
+ Individual Specialists
We are made up of 30+ multi-disciplinary specialists. From SEO and PPC experts to design and development specialists, our talented bunch collaborate and work in harmony to get you the best results possible.
+ We Take a Tailored Approach
We don’t do packages or brackets of services here. At MRS, we tailor our services to your needs. We recommend a combination of harmonised services depending on what we know will get you the best results.
‘Integrated Search Agency of the Year’ – UK Agency Awards 2021
Integrated Search Marketing Propels IRIS HR Consulting into A Global Market Within 6 Months
The results speak for themselves, the ultimate benchmark of all being a 500% increase in leads delivered across the 6-month period of us working with the brand, compared to the previous period. With more content to write and further rankings to be won, this is only the start of IRIS HRC’s success.
Integrated SEO & PPC FAQs
Isn’t it more risky to have a single provider for SEO and PPC?
This is a common opinion we come across; companies don’t want all of their eggs in one basket. This standpoint is understandable, especially if you’ve been burnt by a previous agency relationship that hasn’t been successful.
However, the rewards of integrating SEO & PPC are not to be ignored. Our opinion is that if you take the time to find the right agency partner – and have done your due diligence before working with them – then this take any associated risk to a minimum.
Does PPC increase SEO keyword rankings?
PPC doesn’t directly enhance your organic keyword rankings no – however, PPC can increase SEO performance indirectly. For example, advertising can drive greater brand awareness and branded searches, which Google uses as a ‘popularity’ signal.
PPC also provides invaluable insight that allow you to get more meaningful SEO gains quicker. For example, keywords can be tested via PPC for their potential value in an organic targeting strategy. High converting terms will become a higher priority in SEO. This kind of data would potentially take months to gain through SEO, setting back your success.
Conversely, SEO provides a certain breadth of coverage difficult to achieve via paid search. Without fail, tools like Google Search Console, combined with great content, will reveal targeting opportunities that can be later capitalised on via PPC.
Is it cheaper to integrate SEO and PPC?
Ultimately, yes. First, using an integrated search strategy means you don’t end up paying for the same work twice. Tasks like keyword research, audience research and content optimisation are needed for both SEO and PPC, so why have two teams do the same thing?
Second, integrated search marketing yields better returns. So, you’re not paying less for SEO, for example, but you are ensuring that your SEO and PPC are working efficiently together to streamline your cost per lead or sale.
Make the Most of Integrated Search Marketing
We’ll show you just how powerful an integrated search strategy can be. Speak to the experts at MRS today about SEO and PPC integration.