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The Need to Enhance or Acquire New Skills for SEO and PPC Teams

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The Need to Enhance or Acquire New Skills for SEO and PPC Teams

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The Need to Enhance or Acquire New Skills for SEO and PPC Teams

We understand that marketing professionals and executives often attend industry events for various reasons:

  • Stay updated on industry trends
  • Explore new products and services
  • Foster and strengthen professional relationships
  • To stay informed and competitive in your field

It’s undeniable that generative AI will significantly impact the SEO profession and revolutionise the world of PPC strategies.

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Regardless of whether you participated in SMX Advanced or not, it’s crucial to ask yourself a different question: “Is there a need to enhance or acquire new skills for your SEO and PPC teams?”

Let’s define upskilling and reskilling:

Upskilling refers to the process of employees expanding their existing skill set through learning. Reskilling involves learning new skills that are outside the employee’s current skill set.


SEO (Search Engine Optimisation) and PPC (Pay-Per-Click) are two distinct digital marketing approaches, each with its characteristics and advantages. Here’s a breakdown of the differences between SEO and PPC:


SEO aims to enhance a website’s visibility in organic search results by implementing various techniques to improve rankings and attract non-paid traffic.

PPC: PPC involves running paid advertising campaigns where advertisers pay per click. Ads are displayed on search engine result pages or other platforms, and advertisers bid on relevant keywords.


SEO: SEO is considered a long-term investment, with upfront costs for optimisation efforts. Ongoing organic traffic generated through SEO is generally free.

PPC: PPC requires a budget allocation as advertisers pay for each click on their ads. Costs can vary based on factors like keyword competitiveness and ad quality.

Speed and Visibility:

SEO: SEO is a gradual process that takes time to show results. Significant improvements in search rankings and organic traffic may take weeks or months.

PPC: PPC provides immediate visibility. Ads can appear on search result pages as soon as campaigns are set up and approved, generating instant traffic and potential leads or conversions.


SEO: SEO focuses on optimising content, website structure, and other elements to attract relevant organic traffic. Targeting is based on keyword research and user intent optimisation.

PPC: PPC offers advanced targeting options. Advertisers can choose specific keywords, demographics, locations, devices and other criteria to ensure their ads reach the intended audience.

Control and Flexibility:

SEO: SEO is subject to search engine algorithms and ranking factors. While you have control over optimising your website, search engines ultimately determine how your content is ranked.

PPC: PPC provides more control over ad placement, budget allocation and ad copy. Advertisers can quickly modify and optimise campaigns based on performance data.

PPC Tips to Help You Fully Understand the Process:

  • Whether it’s boosting website traffic, generating leads or driving sales, having specific goals will aid in creating focused campaigns.
  • Identify pertinent keywords that align with your business, products, or services. Use keyword research tools to discover high-intent keywords and uncover targeting opportunities.
  • Emphasise unique selling points, incorporate relevant keywords and create a compelling call-to-action (CTA) to encourage clicks.
  • Optimise your landing pages for conversions and ensure they align with the ad copy and offer a clear and seamless user experience. Improve page load speed, utilise persuasive visuals and prominently feature CTAs to maximise conversions.
  • Continuously monitor your PPC campaigns and analyse performance metrics. Identify areas that require improvement, such as underperforming keywords or ad placements and make necessary adjustments.
  • Set realistic bids based on keyword competitiveness and campaign goals. Consider utilising bid strategies like automated bidding to optimise bids for maximum return on investment (ROI).
  • Leverage demographics, interests and remarketing lists to refine your targeting and deliver personalised ads to the right audience at the right time.
  • A/B testing plays a crucial role in PPC success. Experiment with different ad elements, landing page variations and targeting options to identify what resonates best with your audience.

In summary, SEO aims to improve organic search visibility, while PPC provides immediately paid visibility. Both approaches offer unique benefits and combining SEO and PPC can create comprehensive digital marketing strategies. The choice between SEO and PPC depends on factors such as business goals, budget and desired outcomes.

Learn More: The 5 Most Popular Digital Marketing Strategies for 2023

Why is There a Need for Upskilling Among 80% of PPC Specialists?

Based on our experience, it is likely that around 80% of PPC specialists working for brands or agencies will require upskilling during this summer, while approximately 20% may need reskilling.

PPC Ideas:

Considering that advertising constitutes around 80% of Google’s total revenue, it becomes evident that a significant portion of PPC specialists will need to acquire additional skills to leverage the opportunities presented by Google’s search generative experience (SGE).

Why Is It Important?

  • To stay ahead of competitors, brands and agencies should provide their PPC specialists with upskilling workshops or courses, particularly to harness the potential of migrating to Google Analytics 4 (GA4).
  • For instance, by connecting your GA4 property to platforms like Google Ads, Display & Video 360, or Search Ads 360, you can engage with GA4’s predictive audiences through remarketing campaigns.

These additional skills enhance the performance of workers in their current roles.

What is the Reason for Approximately 20% of Your PPC Team Requiring Reskilling?

As you are aware, AI can efficiently produce ad assets tailored to specific channels through Performance Max, App and Video action campaigns, ensuring the delivery of the most relevant versions of ads.

However, AI-powered solutions will soon become increasingly influential in creative development processes, encompassing campaign planning, creative testing, and media planning.

This shift will necessitate acquiring new skills that go beyond the current skillset of a PPC manager.

  • Based on our experience, during this summer, it is likely that around 20% of SEO specialists working for brands or agencies will require upskilling, while approximately 80% will need reskilling.
  • Moreover, it may be time for a reorganisation as well.
  • It’s worth noting that Reid mentioned Google’s commitment to directing valuable traffic to websites as generative AI is introduced into Search, it is evident that SEO is still a relevant discipline.
  • SEO has withstood major Google algorithm updates since the Panda update in 2011 and is expected to endure the advent of the search generative experience (SGE) in 2023.

SEO Tips:

  • Maintain or enhance search rankings, drive website traffic and generate conversions, SEO should be integrated into a Venn diagram that includes closely related fields such as content marketing and social media marketing
  • The reason behind this integration is that Google’s continued presence in this new era of Search does not rely on the success or survival of SEO alone. Therefore, many SEO specialists will need to acquire new skills beyond their existing skillset.

In a post titled “Learn from others’ experiences with more perspectives on Search,” Lauren Clark, the Product Manager at Google Search, mentioned the introduction of a Perspectives filter in search results, exclusively showcasing videos, images, and written posts shared on discussion boards, Q&A sites and social media platforms.

What Does Google Analytics 4 (GA4) Offers?

  • Fortunately, Google Analytics 4 (GA4) offers new default channels that allow SEO specialists to monitor the performance of an organic social, organic video, organic shopping and organic search.
  • Additionally, the referral channel provides insights into users arriving at the site through non-ad links on other sites or apps.

Furthermore, recent research conducted by Rand Fishkin of SparkToro revealed that a significant portion of social referral traffic lacks proper referral data and is misclassified as “direct.” Fishkin suggests using unique URLs to track activity to social promotions for those investing in proactive social media marketing.

Points To Remember:

  • Many brands and agencies should consider adopting new organisational structures.
  • For instance, integrating the SEO, content marketing and social media marketing teams becomes crucial to survive or thrive as long- and short-form videos, images and written posts begin appearing in the Perspectives filter.
  • Additionally, establishing a dotted-line reporting structure with the digital PR team would make sense.

Think with Google published an article in June 2023 titled “Does your marketing plans have the essentials to succeed with AI?” which emphasised the drawbacks of silos in maximising AI’s performance. It quoted Alex Clemente, managing director of Harvard Business Review Analytic Services, stating the need for cross-functional teams to nurture a test-and-learn culture where leaders can quickly adjust plans based on unexpected results or double down on successful strategies.

The reorganisation and integration of teams have been long overdue. Since Google announced universal search in 2007, blending video, news, images, maps and webpages, brands and agencies have had 16 years to unite everyone involved in content creation under the same team.

If the introduction of generative AI finally compels marketers and executives to restructure their teams, then it is indeed about time.

Image keywords: PPC Specialists, PPC Experts, PPC Marketing

So, what steps should be taken next?

  • Firstly, it is important to gather as much knowledge as possible about generative AI and related subjects. This will help in understanding the potential impact and implications of these advancements.
  • Secondly, it is crucial to distinguish between upskilling and reskilling when it comes to your employees. Assess whether your PPC specialists primarily require upskilling, while many of your SEO specialists may benefit more from reskilling.
  • Brands and agencies should consider encouraging their current employees to explore the free online courses available through Google Digital Garage. These courses are offered by Google as well as their partner universities or institutions, providing valuable resources for skill development.

Furthermore, marketers and executives may want to support their employees by offering reimbursement for certifications obtained from reputable institutions. This can incentivise and motivate employees to acquire recognised qualifications in their respective fields.

Five Reasons Why Your Team Needs SEO And PPC Upskilling

Here are five reasons why your SEO and PPC teams may benefit from enhancing their skills and knowledge:

  • Keeping Up with Evolving Industry Trends: The digital marketing industry is continuously evolving, with new technologies and strategies emerging regularly. By upskilling or reskilling your SEO and PPC teams, you ensure they stay up to date with the latest trends and best practices in the field.
  • Embracing Advancements in AI and Automation: The rise of generative AI and automation is transforming the SEO and PPC landscape. To fully leverage these technologies, your teams need to acquire new skills in optimising campaigns, harnessing data-driven insights and adapting to AI-powered tools.
  • Adapting to Changing Algorithms and Platforms: Search engine algorithms and advertising platforms undergo frequent updates, impacting the strategies employed in SEO and PPC. By investing in upskilling or reskilling, your teams can understand these algorithm changes, adjust their approaches accordingly and optimise campaigns for enhanced performance.
  • Integrating Content and Social Media Marketing: SEO and PPC now intersect closely with content marketing and social media marketing. Through upskilling or reskilling, your teams can develop a comprehensive approach that integrates these disciplines. This integration helps maximise search rankings, drive targeted traffic and improve conversions.
  • Enhancing Measurement and Analytics Capabilities: The availability of advanced analytics tools and platforms, such as Google Analytics 4, requires proficiency in data interpretation and insights generation. By upskilling or reskilling your teams in these areas, you empower them to make data-driven decisions and optimise campaigns effectively.

By investing in the upskilling or reskilling of your SEO and PPC teams, you enable them to adapt to industry changes, leverage emerging technologies, and maximise their performance in an ever-evolving digital marketing landscape.


To summarise, SEO strategies and PPC are two distinct yet complementary strategies in the realm of digital marketing. SEO primarily focuses on optimising a website’s visibility in organic search results, while PPC involves running paid advertising campaigns.

SEO strategies require consistent optimisation efforts and serve as a long-term investment to enhance search rankings and attract organic traffic. It offers sustained visibility without incurring direct costs per click. However, it necessitates patience as it takes time for SEO efforts to bear fruit.

On the other hand, PPC strategies deliver instant visibility by displaying ads on search engine result pages or other platforms. Advertisers pay for each click and PPC campaigns provide precise targeting options, enabling businesses to swiftly reach their intended audience. PPC strategies empower advertisers with greater control and flexibility, allowing them to adapt campaigns based on performance data.

Both SEO and PPC offer unique advantages, and the optimal choice between them depends on variables such as business objectives, budget constraints and desired outcomes.

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