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Below is part 2 of 3 of my presentation at SMX West on March 3rd. I gave you a preview in my last post and will provide some co-optimization tactics in the conclusion to this series.

Many agencies and companies spend a lot of time discussing how to integrate SEO & SEM efforts; some even debate if the two channels impact each other. The fact is, SEO and SEM are already working together because of the way Google and Bing SERPs work.

Keeping these 3 cross-over points in mind will help you reframe your mindset around search and start to see SEO & SEM as very closely related partners.

1.  Google and Location Information


The addresses used in AdWords location extensions are pulled from your business’s Google My Business account. This is the same place that serves as the source for organic results and enhanced local listings, as shown above. Maintaining Google My Business therefore impacts your SEO and SEM results if you have physical locations.


2.   Google & Title Tags


The title tag of each page on your site serves as the “headline” of your organic result. In Google, this is also where Dynamic Search Ads (DSA) pulls in your ad headline. High-quality title tags are vital to strong click-through rates on SEO and DSA results.


3.   Bing & Title Tags


It’s time to stop pretending that SEM and SEO exist in silos. Search engines are using data across organic and paid results, and you should too! Bing, like Google, uses title tags as the headline in organic results. In select cases, ad copy is also getting appended with the title tag of the landing page. Highly accurate and informative title tags matter not just for Google SEO & SEM, but Bing as well.