ByHarvey McEwan Regardless of the size of your digital marketing teams, it's important to ensure that your SEO and PPC campaigns are working together to get the best out of your project. Working together provides the opportunity to gain more informative and insightful data when working together rather than working as two separate entities. One key common ground between the two is keyword research. Both SEO and PPC teams always carry out keyphrase research as one of the first steps of a new campaign. This is really the foundation of any search marketing strategy. It allows you to match the relevant keyphrases that people are searching for with relevant content on your site. While SEO keyphrase research may include 200 or so keyphrases depending on the size of the project, PPC keyphrase research can include thousands of keyphrases. In this respect, PPC research digs much deeper. The keywords for SEO are used to inform onpage content, meta data as well as link building whereas the...
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