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Things To Avoid While Integrating Your Seo With Ppc Strategies

By Expert Author: Sanjeev Chaudhary

You may find it surprising to know that you may be missing as much as 80% of your target audience in your search marketing efforts. Consider this – it is a known fact that about 75% of all clicks come from organic search results while sponsored or PPC listings contribute only 25% of the clicks.

In spite of this, most B2B marketers seem to continue wanting to focus on PPC campaigns. However, a common mistake they tend to make in this process is that they ignore SEO largely. Ask any expert outsourcing company in India and they will tell you that the best way to go about improving overall performance is by leveraging both PPC and SEO.

However, providers of PPC services India still feel that there is a major knowledge gap when it comes to effective implementation of an integrated SEO and PPC program. While it sounds quite simple, there are a number of common mistakes strategists tend to make.

Cross Communication

Communication, or rather the lack of it, is one of the biggest pitfalls strategists face during the process of integration. While the process is perceived to be a no-brainer by many, the lack of communications negatively impacts more organizations than you can imagine. Why does this happen? It has been often found that PPC and SEO are often treated as two separate initiatives entirely. Many organizations have individual teams that are responsible for SEO and another for PPC. Very often, search teams are also subdivided into smaller units that are responsible for each function.

For large organizations especially, separating PPC from SEO can lead to a range of ill effects. In most cases, this is known to hinder instead of facilitate communication. Poor internal communication eventually leads to the execution of inconsistent programs where different keywords are assigned different priorities. PPC services India believe that this approach also have a negative impact on the creative quotient of messages. And worst, it can produce considerable difference in landing pages.

It is thus best to centralize your search function. If your client insists that you decentralize the function, it is best to find ways to foster cross communication, sharing of data across campaigns to ensure consistent results.

Leveraging the Strengths

Another common mistake made by marketers is failing to leverage the strength of each program. PPC and SEO both come with their own set of strengths and weaknesses. The key to letting the outsourcing company in India to maximize performance is to have each campaign optimize its own strengths.

For instance, if you are looking for a short term promotion, you can focus on PPC where it is possible to control the start and stop dates, and where you can also control the exact message that you wish to deliver. It also allows you to easily create newer landing pages that help accomplish your goals.

On the other hand SEO may lack speed but it is best at attracting large volumes of traffic with optimized content. It is best to optimize your core terms with SEO and maintain consistent placements on the SERP.

Finally, the biggest mistake a number of strategists make is failing to understand the potential of each program and what it delivers. Considering the significant investment involved in hiring SEO and PPC services India it is important for in-house marketers to discern exactly what each one of their campaigns are delivering for their business.


Sanjeev Chuadhary is an expert writer who shares his knowledge about web development and internet marketing through their published articles and other resource. He always shares the new information about SEO outsourcing Company. His article about PPC campaign management and PPC services are highly praised by the readers.

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