14 Mar '14, 1pm

Driving PPC And SEO Synergy In Large Enterprises

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. 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. 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. It’s enough to simply coordinate and make sure the right questions are being asked at the right points in the process. Even in a situation where a single team is handling both efforts, the potential synergies are very often overlooked and under-delivered (tr...

Full article: http://searchengineland.com/driving-ppc-seo-synergy-large...

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