Why Organic and Paid Search Teams Should Work Together

Updated: 18 April 2024

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Experience working with dozens of organisations has shown us that a separation tends to exist between the organic and paid search teams. We want to talk about why this is, and why it’s not such a good idea.

What it is

Typically content and paid search teams work separately, even when they are under the umbrella of the same department. This occurs as the skills base of each of these disciplines is different. This results in a lack of information sharing and co-ordination between the teams.

Why it’s important

This is important as from the audience’s perspective organic and paid search results are all part of the same search results page, and from the organisations perspective, understanding where their are gaps in search performance are can help them ensure they are effectively reaching as much of their audience as possible.

Potential Scenarios

We’ve used the following scenarios to illustrate the importance of coordination between these teams, and how it can not only improve online performance, but reduce costs.

Keyword Research

Organic and paid search campaign strategies all stem from asking the same questions:

  • What topics are people searching for online?
  • How relevant are those topics to my organisation?

We’ve found it interesting that, even at this high level, there is typically very little coordination between various teams in most organisations.

One of the first things that we like to implement is a comprehensive keyword and topic analysis which we share across the relevant departments to benchmark performance and ensure that everyone is working off the same page.

Brand Visibility

Most organisations measure organic and paid search performance independently, however we think that creating combinations reports where an organisation is easily able to compare the relative performance of each of these is super useful and opens up doors which you never realised existed.

  • Which search terms are we ranking for organically as well as advertising against?
  • Where we are not ranking organically for an important search term, are we advertising against that keyword to compensate?
  • Are we advertising for expensive keywords where we also rank highly in organic results?

Limited Advertising Budget

While paid search click through rates have increased recently, organic click through rates are still significantly higher. Where you have a situation where the paid search budget is limited, it makes sense to take a holistic view of your visibility in the search results and consider not advertising where your organic presence is strong, and move this budget to where your organic presence is weak.

Summary

We think it makes sense to look at search from a user’s perspective, not an internal team perspective. This results in a better understanding of your organisation’s search performance, enables you to move resources to where they are most effectively invested, and enables your teams to work more effectively with a reduction in duplication of effort.

Work with us

If identifying economies of scale and understanding the search performance of your organisation from both organic and paid perspectives is an area you would like to explore more closely for your organisation, contact us and let’s set up a time to talk through your current online challenges (and how you can overcome them).

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