One central keyword list informs SEO & PPC teams (no doubling up on keyword research). Regularly updated with organic rankings, click costs, and newly discovered keywords, we use this proprietary report to pinpoint the next big optimisation opportunities for each channel.
Great for sites with lots of products or content, an integrated approach means meta data, website copy and ad copy is a shared responsibility so that all specialists are working towards a unified goal of optimising as much of the site in as little time as possible meaning less set up time, more optimising (and quicker results).
Underperforming areas are addressed with the right channel(s). An increased focus with SEO on expensive and costly keywords, an increased focus with PPC on competitive, unranking keywords are just the start.
Growing out & testing keywords with PPC test campaigns, improving quality scores with SEO and pruning back ROI-draining keywords are all part of the Integrated Search approach to enhance each individual search channel.