Search with Candour - SEO podcast Why SEO & PPC Teams Must Work Together | Anu Adegbola
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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.
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Cross-Departmental Communication
- Communicate regularly with PPC teams, sharing data and insights.
- Schedule regular meetings and audits, and don't be afraid of feedback.
Fresh Perspectives
- Experience can create blind spots due to changing digital landscapes.
- Fresh perspectives from newer team members or external audits can reveal unseen opportunities.
Landing Page Synergy
- Anu Adegbola recounts working with a PPC person who neglected SEO for landing pages.
- She emphasizes the missed opportunity to leverage organic traffic alongside paid campaigns.