Because of its broad field, SEO has many touch points with a variety of different marketing channels. As other channels’ operations influence SEO, both directly and indirectly, it’s essential to deploy an integrated marketing approach in which each channel supports the other, in order to optimize marketing efforts and enhance your brand’s user experience.
This article provides you with a number of different actionable tips for combining SEO with the marketing channels listed below, that will not only save you time, resources, and money, but will lead to even better results for your team and company:
Search Engine Advertising (SEA)
Both SEO and Search Engine Advertising (SEA) are keyword-driven processes that focus on ensuring a website reaches the top positions of the search engine results page (SERP).
While SEO is a slower process that focuses on organic positions with long-term results, SEA is a much faster approach that focuses on the position of ads with short-lived results.
Although SEO and SEA might seem like adversarial approaches, they actually complement each other — by sharing data, knowledge, and insights, both can be leveraged to achieve better performances.
Here are a few of the different ways that SEA and SEO can work in symbiosis:
Achieve SERP domination
SERP domination means achieving a prominent position on the SERPs for both paid and unpaid results. Maximizing SERP “real estate” increases a sites’ visibility, credibility, and chances of getting clicks from searchers.
For some competitive terms, ranking in position one organically is insufficient to be visible above the fold, as the number of paid ads and SERP features pushes the organic results down. Both site awareness and confidence from potential visitors increase when a website is visible organically as well as through paid ads, which will result in the site showing up multiple times on the SERP.