Digital Marketers Falling Blindly in Love With Data and Technology
2. Apply PPC lessons to organic search. Even though paid search acts differently than organic search, the performance of the keywords will be relatively similar in both channels. With top-performing keywords in hand, it's time to apply the lessons learned in PPC to SEO by creating content such as website copy, blog posts and landing pages using those search terms. By incorporating top-performing paid search keywords into your copy, you'll see a boost in organic search rankings. This cross-channel communication is a critical part of intuitive search intelligence.
3. Communicate SEO lessons back to paid search. As your organic search results improve, you should re-evaluate your paid search strategy and make changes such as tailoring your advertising landing pages to your strongest keywords or changing ad text to complement organic listings. As the PPC campaign improves, you can then alter your SEO terms and continue to incorporate results from one channel into the other. The feedback loop never ends!
4. Expand into more channels. Now that you've mastered PPC and SEO, it's time to apply the same principles to new marketing channels, including email, social media and display. Just as the best tool at your disposal for setting up your SEO efforts was real data from AdWords, your best tool for diving into untested marketing waters is your data from AdWords and SEO. The same lessons can inform your landing pages, tone of messaging, aesthetics and budget. And of course, you can apply whatever results you find in these channels back to your paid and organic search strategies.
It's important to remember that data has its place in digital marketing. It's a powerful tool that becomes even more powerful when marketers ask the tough questions and discover why campaigns work. With man and machine working together, good campaigns turn into great ones.