PPC and SEO: Higher Conversion Rates Fuel the Need for Better Integration

5:34 PM
Many paid search marketers often go about their business of optimizing their accounts without really caring about what else might be happening in the digital space around them. This is something that is starting to change for a couple of reasons:

Consumers have changed the way they navigate the web along their customer journey.
The power of integration from other channels is more easily measured and shown via attribution or other data points.
The most obvious of these integration points is between paid and organic search. These two, while very different in optimization tactics, are fighting for the same customer and keyword term. This ability to maximize share of voice is critical, especially when you start to understand the multiplication power of having multiple listings.

The question I’ve been watching closely is how many brands out there have both paid and organic listings for a given keyword? I’ve been monitoring the same keyword set for 4 years now to better understand the changes in integration. The year marked the highest paid and organic overlap we’ve ever seen – at 22 percent.
Many paid search marketers often go about their business of optimizing their accounts without really caring about what else might be happening in the digital space around them. This is something that is starting to change for a couple of reasons:

Consumers have changed the way they navigate the web along their customer journey.
The power of integration from other channels is more easily measured and shown via attribution or other data points.
The most obvious of these integration points is between paid and organic search. These two, while very different in optimization tactics, are fighting for the same customer and keyword term. This ability to maximize share of voice is critical, especially when you start to understand the multiplication power of having multiple listings.

The question I’ve been watching closely is how many brands out there have both paid and organic listings for a given keyword? I’ve been monitoring the same keyword set for 4 years now to better understand the changes in integration. The year marked the highest paid and organic overlap we’ve ever seen – at 22 percent.