The year 2024 is bringing significant changes to the world of digital marketing, particularly in the realms of SEO and PPC. The rise of artificial intelligence (AI) is having a profound impact on both organic and paid search results, leading to a greater need for collaboration between SEO and PPC teams. In order to navigate the evolving landscape of AI-driven SERPs, there are several essential elements that need to be incorporated into joint strategies.
Collaboration is key in 2024, as it helps teams mitigate the risks of getting siloed and tackle rapid change with different agendas. Sharing insights, learnings, and strategic alignment between SEO and PPC teams can help keep messaging and branding fresh and cohesive. Communication on algorithm changes is also crucial, as PPC can help cover for any organic dips when new algorithms roll out, while SEO teams can bolster PPC efforts when new competitors enter the auction.
Funnel intent alignment is another important element for effective SEO and PPC collaboration. Thinking about a full-funnel strategy is crucial in 2024, as customers are not thinking about individual channels or tactics but respond to the right messaging at the right time. Ensuring alignment at each stage of the funnel helps build a comprehensive marketing program.
Education and awareness of the changing SERPs is essential in 2024. With the adoption of AI, both organic and paid search results are evolving rapidly. Keeping in touch with SEO counterparts, monitoring industry updates, and analyzing click-through rates are important factors to consider. Additionally, as AI-driven Search Generative Experience (SGE) rolls out, brands may experience shifts in organic search results. PPC teams need to be prepared to pick up the slack or shift budgets to other initiatives accordingly.
Shared learnings off-Google is another crucial aspect of effective collaboration between SEO and PPC teams. As search behavior becomes more fragmented, platforms like Quora and Reddit are gaining traction. Collaboration opportunities beyond traditional search engines arise, such as leveraging viral organic posts on LinkedIn for paid thought leader ads or using successful paid campaigns on social platforms to inform SEO strategies.
In order to future-proof search marketing efforts, it is important for SEO and PPC teams to work together and be on the same page when it comes to handling changes. By incorporating these essential elements into their joint strategies, SEO and PPC teams can navigate the evolving landscape of AI-driven SERPs in 2024 and beyond.
