No matter what their goal-based starting point, SEO, PPC, and content teams often work with different priorities and from different inputs.
Channel and content resource work separation isn’t new, but the pressure has increased as search results have become even more complex. Depending on the query, Google can include AI Overviews, text ads, shopping results, news, video, and local packs. AI Mode also needs consideration as it can extend the search experience for a user into follow-up questions and prompt-style interactions in the search engine, which changes user behavior. AI features leveraged as part of the journey, and how that can reduce traditional search result clicks.
With both paid and organic search relying on visibility in a search results page or answer engine, and content being critical to the success of both of them, integrating efforts is important for efficiencies as well as aligned performance.
In a recent example for a B2B professional services firm in the commercial construction industry, SEO had outlined the need for a set of blog posts to target a priority topic for increased visibility. PPC wanted new variations of copy for new landing pages to test for performance improvements on an existing ad group. The content team was already deep in a separate project to roll out an updated website and communications related to the recent mission, vision, and values launch for the company.
This is probably something you have experienced where there was no connected or shared plan and set of priorities.
The needs for every team were important and urgent to each of them, but with no connective approach for search opportunity, channel roles, audience intent, requirements, or measurement plan.
An integrated search and content brief can serve as a shared operating agreement for new or incremental strategy and execution for channels and teams.
What To Include In An Integrated Search Brief
1. Business Objective
With the intent of an integrated brief being to find alignment and efficiency between search channels and with content resources, starting with a common goal or objective is necessary. Defining the business problem that both SEO and PPC address is the starting point.
A weak brief or symptom of siloed channel thinking is if it starts with “rank for X keyword” or “launch ads for Y service.” Ideally, an integrated brief starts with a business outcome that we can map our efforts to and work backward from.
Include the following in this section:
- Business Goal or Outcome.
- Audience Segment to Address.
- Desired Action by Audience.
- Primary Business KPIs to Measure.
- Secondary or Channel Marketing KPIs.
- Timeframe.
- Owner(s).
In the example I shared earlier of the commercial construction firm, a weak starting point for the brief was “to improve visibility for warehouse automation services.” When working through making it outcome-focused and integrated, it landed on “increase qualified lead demo requests from mid-market-sized…
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