Search with Candour - SEO podcast

Why SEO & PPC Teams Must Work Together | Anu Adegbola

Jan 20, 2025

Anu Adegbola, an international PPC consultant and editor at Search Engine Land, emphasizes the critical collaboration between SEO and PPC teams. They discuss strategies for sharing insights and aligning goals to navigate Google updates effectively. Anu highlights the role of data-driven testing and the need for fresh perspectives in campaigns. The conversation also covers the importance of brand consistency and bridging traditional with digital marketing. They advocate for open communication to optimize results and build trust among teams.

01:06:22

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Episode guests

Anu Adegbola

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Effective communication and regular check-ins between SEO and PPC teams bolster collaboration, drive insights, and align marketing goals.

Incorporating fresh perspectives from diverse backgrounds into marketing strategies can catalyze innovation and improve overall results.

Consistent branding across all marketing channels is crucial for unified messaging, enhancing consumer trust and overall marketing effectiveness.

Deep dives

The Importance of Communication

Effective communication is essential for collaboration between SEO and PPC teams. Establishing regular check-ins, rather than sporadic conversations, fosters better understanding and cooperation. By sharing data and discussing common trends, teams can identify issues not only within their specific areas but also across the broader marketing strategy. This proactive approach to communication breaks down silos, ensuring that teams work collaboratively towards shared goals.

Intro

2min

Leveraging SEO and PPC Collaboration with Innovative Tools

2min

Synergy in Digital Marketing: SEO and PPC Collaboration

29min

Harnessing Data for Effective SEO and PPC Testing

2min

The Power of Integrated Marketing

5min

Aligning Data-Driven Insights with Team Objectives

19min

Exploring PPC Resources and Community Engagement

2min

Bridging SEO and PPC: The Power of Collaboration

5min

Jack Chambers-Ward and Anu Adegbola, an international PPC consultant and paid media editor at Search Engine Land discuss the significance of SEO and PPC team communication and collaboration.

They explore strategies for sharing insights, tools, and data, as well as aligning goals to navigate Google updates and improve overall digital marketing results.

Chapters

00:00 Introduction 02:37 Sponsored by AlsoAsked 04:02 Anu Adegbola's Background 04:41 SEO and PPC Collaboration 07:17 The Importance of Fresh Perspectives 16:50 Leveraging Customer Insights 20:23 SEO and PPC Best Practices 31:12 Testing and Adapting Strategies 35:08 The Importance of Flexibility in PPC 35:48 The Power of Brand Consistency 37:19 Navigating Attribution Challenges 38:43 Aligning Marketing Channels 41:28 Building Trust and Communication 43:38 Understanding Marketing Goals 51:41 The Role of PPC in SEO 54:09 The Future of PPC and SEO Collaboration 59:18 Where to Follow Anu 01:04:39 Upcoming Guests and Future Topics

Links to follow Anu:

Website: https://www.themarketinganu.com/

PPC Live: https://ppc.live/ / https://www.youtube.com/@ppclive

LinkedIn: https://www.linkedin.com/in/themarketinganu/

Bluesky: themarketinganu.bsky.social

Twitter: https://www.twitter.com/themarketinganu

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