SEO, PPC And How They Can Work Alongside Each Other

SEO, PPC And How They Can Work Alongside Each Other



If you’re interested in finding out more on this topic, download our free guide on combining your SEO and PPC efforts here:

Pilar Navarro, Head of Search for EMEA at SAP, explains the ways in which international SEO and PPC can work together. She discusses why SEO and PPC teams should be working closer together and the benefits that come from this approach.

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(00:25) There is a really big range of marketing channels available now, with search just being one of them. How important is search as a channel for businesses to attract new customers?
(01:41) There are two sides to search: organic search and paid search. How do you compare both in terms of importance? How do you determine as a business which one you should focus on more?
(02:44) Many businesses have an SEO team and a PPC team which don’t really cross over very much. Why should SEO and PPC teams work together and align their strategies more?
(03:44) What are the benefits of SEO and PPC teams working more closely together?
(05:28) SAP is active in a lot of different markets and you mentioned that you began aligning your SEO and PPC teams as a pilot initially. Was this something that you tried in just one or different countries first, with a plan to then expand it further afield?
(07:55) What are the key things to be aware of for a business trying to roll out aligned SEO and PPC campaigns on an international level?
(09:34) Can you compare KPIs between countries or do you have to look at each country individually?

If you’re interested in finding out more on this topic, download our free guide on combining your SEO and PPC efforts here:

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