I have just taken over as organizer for SEO, SMO and PPC meetup and will look to organise an event in the New Year.

It is important to integrate, seo, social media and paid search and therefore I was pleased when the organizer position became available to demonstrate how these three areas can be integrated. I think it is hard to think of each separately in this digital age. There is so much cross over between the three.

Blogger outreach – social media seem to have taken control of this. However, when bloggers are contacted and write content about a product/service, the seo team should become involved. They should work with the social media team to put together optimised content the bloggers can post on their blog. Optimised content, simply means links on keywords back to the site that is building up rank and traffic.

Keywords – paid search data showing the impressions and number of clicks can feed into seo work. When a new page is built, the seo team carries out keyword research to see which words have the highest search volume. Google keyword is sometimes used to view the search volume for the terms but it is often inaccurate. This is when the paid search data can be used to see the words that have the highest click throughs. If paid search are using certain terms that are performing well, then these terms can also be used on the landing page for that campaign. This also helps to improve the quality score of the paid search advert.

Buzz – the social media team monitor the amount of buzz generated for a certain client. However, it is the seo team that monitors the traffic and sales to the site that this buzz has generated. The seo team also record the rankings for its key terms and should see rankings improve. It is important to be able to assign a ROI to the buzz, otherwise it is very easy to keep spending money on social media with out seeing a return on the investment.

Integration is not just a new word, it is here and now and going to stay. The more people pay attention to it instead of treating PPC, SMO and SEO separately, then the more we will be able to reap the awards.

Sign up to SEO, SMO and PPC meetup on meetup.com to network and meet like minded digital people.