"SEO, PSM & Digital Analytics"
Definition: The practice of improving your website’s visibility in organic (unpaid) search results by optimising content, keywords, site structure, and technical performance
Key Tactics:
- Keyword research & intent matching
- On‑page optimisation (titles, meta descriptions, headings)
- Technical SEO (site speed, mobile‑friendliness, crawlability)
- Link building & authority growth
Strengths: Builds long‑term visibility, credibility, and sustainable traffic.
Limitations: Takes time (months) to see significant results; dependent on search engine algorithms.
Definition: Also called pay‑per‑click advertising, where you pay each time, someone clicks your ad. Ads appear at the top or side of search engine results pages (SERPs).
Key Tactics:
- Bidding on relevant keywords
- Crafting compelling ad copy
- Targeting by location, device, demographics
- A/B testing ad creatives and landing pages
Strengths: Immediate visibility, precise targeting, great for promotions or product launches.
Limitations: Stops delivering traffic when ad spend stops; costs can rise with competition.
Definition: The measurement, collection, analysis, and reporting of web data to understand and optimise digital performance.
Applications:
- Track organic vs. paid traffic volumes
- Measure conversion rates and ROI for each channel
- Identify high‑performing keywords and content
- Attribute sales or leads to the correct source
Tools: Google Analytics 4, Google Search Console, ad platform analytics (Google Ads, Microsoft Advertising), and tag managers.
In today’s crowded digital marketplace, visibility isn’t just important — it’s everything. And when it comes to getting your brand seen, two powerhouse strategies stand above the rest: Search Engine Optimisation (SEO) and Paid Search Marketing (PPC). While each can work independently, their true magic is unlocked when combined — and measured with the precision of digital analytics.
Search Engine Optimisation is the art and science of improving your site’s organic rankings. This involves:
- Crafting keyword‑rich, valuable content
- Optimising on‑page elements like titles, headings, and meta descriptions
- Improving site speed, mobile responsiveness, and crawlability
- Building high‑quality backlinks to boost authority
The payoff? Sustainable traffic that doesn’t vanish the moment you stop spending money on ads. The trade‑off is time — SEO is an investment in steady, long‑term growth.
Without measurement, marketing is guesswork. Digital analytics tools like Google Analytics 4 and Google Search Console help you:
- Track which keywords (organic and paid) drive the most traffic and conversions
- Measure ROI across channels
- Optimise campaigns in real‑time
- Attribute sales to the right marketing effort
By sharing insights between your SEO and PPC teams, you can spot winning keywords, refine targeting, and maximise marketing spend efficiency.
Sources from SEO and Paid Search: How do SEO and PPC Work Together? » G Squared and SEO & Paid Search: Why They Work Better Together