![]() While this can be the case, I don’t believe it’s the typical situation in fact, very often the opposite is true. In other words, that there is some synergy and value to appearing twice. Often in this industry, one often hears comments being bandied about that sometimes “1 plus 1 can equal 2.4” when people ask if they should bid on keywords that they already rank for organically. When To Do It: When the PPC keyword research is complete. When paid search keywords are identified and data such as CPC and monthly volumes are collected, the top keywords should be passed from the paid search team to the SEO team, for potential competitive analysis and prioritization. Heck, if paid search and organic weren’t so similar, the FTC would not be making noises about it!Ĭheckpoint To Take: Hand-off of the Keyword List. Any effort to exhaustively explore the keyword space can provide dividends for both sides of the house - after all, the users are the same people, and they’re just clicking on an ordered list of titles and descriptions in both cases. Probably the #1 area of synergy between both channels is in the Keyword Research stage. When To Do It: At the very beginning of the process of developing PPC campaigns. Consider tracking multiple types of goals - bid optimization works better with more data, so often using a goal like visits to a particular page may be a great way to go as it boosts the amount of data you’re working with - but ultimately leads or sales is what you should care about. If tracking is done in Google Analytics, this will make it easier all around, rather than having separate Goal measurements going on with Google Analytics and Google AdWords.Īlso, attribution analysis is possible if you use the same tracking and goals. Making sure that tracking is appropriate and can help drive real business goals is very important.Ĭheckpoint To Take: Have both the PPC and SEO teams meet and agree on tracking and goal-setting. Obviously, getting alignment on goal setting and tracking is critical both PPC and SEO teams will likely use Google Analytics, and both are being held to higher-level marketing goals. Still, many of these simple checkpoints are all-too-often ignored in large organizations.įigure 1 – Enterprise PPC-SEO Checkpoints (click to enlarge) A. You’ll notice that all of the checkpoints are either one-time or just yearly… in fact, a lot of it comes down to simple list-sharing. This article runs through the checkpoints you should put in place to make sure valuable information is flowing freely back and forth. Let’s assume your organization has two separate teams - a PPC team and an SEO team. Even in a situation where a single team is handling both efforts, the potential synergies are very often overlooked and under-delivered (truth be told)! It’s enough to simply coordinate and make sure the right questions are being asked at the right points in the process. There are some areas where SEO and PPC efforts dovetail nicely however, this doesn’t mean the same person or the same team needs to manage both in order for an enterprise to benefit from those synergies. To a large degree, that depends on the capabilities of your in-house group or external agency - world-class PPC and SEO advice seldom coincide with each other, and often one can be better off engaging a firm with deep expertise in a particular channel in order to “move the dial” for that channel. Consider these three reasons why EUTE may be right for your next job.Ĭontinue reading Delivering Durable Results → 022123 email Brown Bear Painting Cape May Painting customizability Don Patnode durability Egan Painting Emerald Emerald Urethane Trim Enamel Gerald Gallagher Kevin Brown Mitch Egan Nick Slavik Nick Slavik Painting and Restoration Co.I recently had a prospect ask me whether it’s ideal to have one team handle both the SEO and PPC efforts for an enterprise. This bold product combines contractor-friendly dry times with the highest quality paint Sherwin-Williams can offer. Part of the latest wave of PRO+ductive Solutions, EUTE is a water-based urethane modified alkyd with the look and feel of an alkyd/oil finish. ![]() PRO+ductive Solutions help contractors save time by completing jobs quickly and generate profit through innovative products and services. With up to 4x faster dry-to-recoat time*, Emerald® Urethane Trim Enamel (EUTE) is one of many PRO+ductive Solutions Sherwin-Williams offers as part of their PRO+ program. Knowing which paint to use is key to a successful and profitable interior paint job–especially one that needs to withstand the wear and tear of high-touch surfaces like cabinets, windows, doors, and trim. 3 reasons Emerald Urethane Trim Enamel may be right for you
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