Four keys to SEO and PPC integration in 2024:
Digital marketing undergoes major changes every year. In my ten years of business, I have noticed that requests for SEO and PPC partnerships tend to increase at the beginning of the year.
Differences in 2024? There is an elephant in the room: AI.
Google-funded chapters and competitive ecosystems for the implementation of AI. Search engine results pages (SERPs) for paid search and search change daily, from Search Generative Experience (SGE) to Gemini (formerly Bard).
To help everyone keep up with the early days of AI, paid and organic teams need to implement four key actions across their work by 2024. These are as follows:
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Collaboration
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Aligning funnel goals
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Education and awareness of changes in SERPs
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Shared learning outside of Google
1. Collaboration
In 2024, there will be a lot of collaboration, including communication, and close relatives.
Besides the inherent benefits of collaboration, such as learning together, coordinating strategies, closing gaps, and identifying trends or anomalies, SEO and PPC teams can also reduce the risk of isolation and approach rapid change from different perspectives.
Focusing on first-party content is one of the trends we saw emerging last year, and Google is supporting it. It will be important to apply
E-E-A-T principles to the organic side and highlight product reviews, testimonials, and research to support landing pages, as AI will inevitably dominate SERPs (both organic and paid) at some point.
Maintaining a consistent and fresh message and brand awareness can be facilitated through a group insight discussion.
Talk about changes in algorithms and other ways to collaborate as SERPs change.
As new algorithms are released, PPC can help fill any traffic gaps.
SEO teams can continue to increase their PPC efforts when new competitors enter the auction or the cost of participation exceeds the potential return on investment.
2. Coordination of braking plans
It is more important than ever to consider a comprehensive strategy.
Even if your customers don’t care about specific channels or strategies, they will if the right message is delivered to them at the right time. Meeting each stage of the funnel is critical to improving your marketing strategy in 2024.
Here’s a chart we use at my company to make sure we map out and cover the entire buying journey:
You can’t get internet insurance if all the teams involved aren’t on the same page.
To reduce funnel holes and clogs, create a benchmark that your teams can share and track, regardless of the format you choose.
3. Education and Awareness of Changes in SERPs
Let’s Get Better Now. There are many things to think about in 2024:
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Google algorithm updates
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SGE
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Google Ads changes
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Changing search behavior
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Keeping track of changes
We are all closely following the promotion of sponsored content on SGE, holes, because Google’ Yes, we know ways to make money from this. Since there isn’t much information about what this will look like, it’s important to:
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Stay in close communication with your SEO colleagues.
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Follow the latest news.
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Tracking click statistics
Observing the conflict between SGE and advertising algorithms and the type of campaign that will use it (we all assume this will be Maximum Performance?) and assessing the impact on inventory makes the collaboration with SEO even stronger.
We see the most significant changes in organic GHG. Since SGE is more mysterious than standard search algorithms, no SEO can claim with certainty that they can manipulate your content.
From a fundamental perspective, some brands will benefit from SGE’s efforts while others will suffer. PPC teams must be willing to take chances or, at best, reallocate revenue to other activities when organic profits allow.
4. Shared Learning Beyond Google
As search behavior becomes increasingly fragmented in 2024, organic paid partnerships will need to expand beyond search engine sites.
On the B2B side, forums like Quora and Reddit are becoming increasingly popular (even in SERPs), and social media results from LinkedIn, Not to mention TikTok, the majority of young users now use it as a social media platform.
This offers the ability to work outside of the search engine. Let’s say your brand dominates a trending topic on Quora or the founder has a viral post on LinkedIn.
Both offer a paid trial option; for example, a campaign based on Quora or an advertising thought leader on LinkedIn.
In contrast, paid campaigns aimed at specific interests or social media can lead SEO teams to focus on “hidden gems” that contain similar content.
The Future – Your Power to Find the Strength
When changes are happening so quickly, it can be easy to put your head down and focus on what’s in front of you (i.e., what you can control). But this is also your chance to become your best friend.
