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Good morning, Marketers, and how do you use cross-organizational data?
Sharing data between SEO and PPC has probably been one of the easier silos for search marketers to break. It’s pretty simple to go check how your paid search advertising is going and use that data to improve your SEO (check out how Lily Ray did it here). And PPC experts can do the same of SEO data.
But one thing I rarely hear search marketers talk about is data-sharing across the organization. Once a company I worked with told me about how they used their call recordings to improve their SEO and PPC. Not only were they adding in the FAQs to their site that came in over calls, but they figured out where their “leak” in the funnel was.
The company was driving a ton of traffic, but none of it was converting. Not understanding why, they went to their call recordings and quickly found that… no one was answering the phone at certain locations! It’s easy to think that maybe we should tweak a top-of-funnel campaign when the bottom-of-funnel numbers are suffering — but sharing data might show that there’s a step missing in between.
Carolyn Lyden,
Director of Search Content
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