In many companies, SEO, performance marketing (including SEA), and editorial departments are housed in separate teams. However, it might be more effective to consider the search engine channel as the overarching focus of all teams and have the relevant employees work more closely together. Collaboration between SEO and SEA departments can be crucial: Through joint research and the exchange of insights, the teams can coordinate their work and learn from each other. But even when serving customers in both channels, both departments should consider them simultaneously.
Some cases where cross-team communication can be particularly worthwhile:
Keyword research : Teams can benefit from each other’s research and build lebanon phone number data on each other’s efforts.
Optimized landing pages : From an SEO perspective, well-optimized landing pages are always targeted at users and take their needs into account. These SEO-optimized landing pages form an excellent basis for SEA, especially with regard to the quality score.
Ad messages : Which messages are essential for meta titles and descriptions, and what appeals to users? These questions can be easily answered in SEA by quickly and quickly testing different messages against each other and comparing the results.
In general, testing titles and descriptions is often neglected, although different approaches may work depending on the target audience. The SEO team should consult with the PPC team on this, as they have often already conducted A/B tests and have a solid database.
Budgets : It's important to align budgets to avoid traffic cannibalization. A worst-case scenario here would be that traffic that was previously generated organically is purchased due to a lack of communication.
In general, we can say: Communication is key! Cross-team exchange is extremely important and, in most cases, leads to even better results.
A framework for better collaboration
But how can collaboration within the company be improved?
Regular meetings between SEO and SEA teams are definitely a must. Joint reporting and dashboarding can also be crucial to gain a holistic overview of the performance of both channels. This way, not only does each team look at its own figures, but they work together to maximize search engine traffic and sales generated through this single channel.
Recommended strategies for SEO and SEA
There are various strategies that can be applied to both SEO and SEA. Furthermore, a company doesn't necessarily have to choose one strategy; it can, for example, use all three of the following options simultaneously.
The SERP domination strategy – or "dual visibility" – aims to establish a strong presence in both channels and drive out the competition. This approach is particularly suitable for trademarked brands that represent a generic term: This is the case, for example, with domains such as moebel.de or auto.de, but also with a brand like Tempo, which has already become synonymous with the term "handkerchief" but also colloquially describes speed. In cases like these, it would be difficult to actually be found for your brand without a strong presence in both SEO and SEA. The SERP domination strategy is therefore particularly suitable for brands that have this problem and have a large budget.
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