[Webinar Replay] Smarter Search Strategies in a World of Rising PPC Costs

Insights from Will Critchlow and Kevin Gibbons on navigating e-commerce SEO, paid search challenges, and strategic growth.

In our latest webinar, SearchPilot CEO Will Critchlow sat down with Kevin Gibbons, founder of Re:signal, to discuss smarter search strategies amidst rising PPC costs and evolving search landscapes. Their wide-ranging conversation revealed key insights into e-commerce SEO, aligning paid and organic search efforts, and why specialization matters more now than ever.

Here’s a detailed recap of their discussion, highlighting crucial takeaways for SEO and marketing leaders navigating today’s challenging search environment.

Why Specialization in E-Commerce SEO Matters

Kevin and Will began by reflecting on their career journeys, emphasizing how specialization has driven clarity and growth in their respective businesses. Kevin shared his experience evolving Re:signal from a generalist agency into a specialized e-commerce SEO agency serving medium-to-enterprise clients.

Initially daunting, narrowing down to a niche—specifically e-commerce—allowed Re:signal to deliver deeper expertise and more impactful results. Kevin pointed out that a specialized approach helps agencies focus their marketing, sales, and service offerings, making it easier to engage with their ideal clients. For Re:signal, working closely with 12-15 carefully chosen clients became far more rewarding and effective than spreading efforts too thin across dozens of industries.

Kevin shared how clearly defining their Ideal Customer Profile (ICP)—mainly leading e-commerce brands—has driven significant wins with top-tier clients, reinforcing their credibility and industry influence.

Will reinforced this, noting the advantages SearchPilot has experienced by clearly defining their ICP around enterprise retailers, which not only improves marketing effectiveness but also helps the team engage more deeply and strategically with clients.

Aligning SEO with Strategic Business Goals

One of the webinar’s most compelling discussions centered on the need to align SEO strategies with broader business and financial goals. Kevin and Will discussed common scenarios where PPC budgets far outpace SEO spending, despite SEO often delivering a higher long-term ROI.

Kevin recalled a scenario where one client initially sought to cut their SEO budget due to broader financial constraints. However, after analyzing the return on investment between PPC (paid search) and SEO, Kevin demonstrated that SEO provided significantly higher value, prompting the client not only to maintain but increase their SEO budget.

They emphasized that while PPC offers immediacy, SEO delivers sustainability, providing long-term benefits even after active investment has ceased. However, demonstrating this value requires engaging directly with finance teams, whose priorities often center on cost efficiency and clear ROI metrics.

Will highlighted a crucial emerging trend: savvy finance leaders increasingly scrutinize paid search cost inflation, recognizing its long-term unsustainability. Marketers who proactively align SEO and PPC efforts and communicate the value of organic growth effectively to finance teams are better positioned to secure budget allocations.

The Shifting Search Landscape: Google's New E-Commerce Focus

Discussing emerging search trends, Will and Kevin examined how Google’s evolving approach is reshaping e-commerce SEO. With developments such as Google's Popular Products feature and greater prominence of product pages directly in search results, optimizing product pages and leveraging Merchant Center have become more critical.

Both experts agreed that Google’s increasing focus on product listings within organic results (especially evident in the US market) signals broader global shifts. E-commerce brands need to prioritize high-quality, expertly optimized product pages and leverage structured data and merchant feeds effectively.

Kevin noted that while Merchant Center is currently dominated by organic listings, the potential integration with paid offerings will continue to blur the lines between paid and organic. Navigating this evolving space requires a flexible, proactive approach, aligning closely with Google’s evolving guidelines and best practices.

Strategic Decisions in Brand and Retailer Partnerships

An interesting topic emerged around the complex decisions e-commerce brands face regarding partnerships with retailers like Amazon or JD Sports. Kevin explained that brands must carefully weigh decisions on whether to list products with major retailers or maintain exclusivity via their own channels.

Brands often grapple with strategic dilemmas: choosing broad market visibility via major retailers, potentially sacrificing direct control over customer experience and pricing; or maintaining exclusivity and brand control, potentially limiting overall market reach. Both approaches have merits depending on a brand’s goals—whether emphasizing profitability, volume sales, or maintaining brand exclusivity and prestige.

These strategic choices have significant SEO implications, particularly in brand visibility, product page optimization, and customer acquisition channels. E-commerce leaders need to approach these decisions holistically, balancing immediate visibility benefits against longer-term brand and financial implications.

Navigating Rising PPC Costs with Smarter Search Strategies

A significant challenge addressed during the webinar was the ongoing rise of PPC costs, driven by increasing competition and market inflation. Kevin and Will discussed how brands can navigate this environment effectively by using a balanced SEO and PPC approach.

Kevin suggested that marketers must strategically shift budgets, investing in high-performing SEO efforts to offset rising PPC costs. By reallocating funds from lower-performing PPC segments into proven SEO initiatives, businesses can build sustainable, long-term traffic channels that lower overall acquisition costs.

Will reinforced this by highlighting discussions he's had with finance leaders, noting growing concerns over escalating PPC expenses outpacing inflation. Brands must proactively prepare for these market shifts by investing in sustainable SEO strategies, ensuring they're not overly reliant on paid channels with increasingly unpredictable ROI.

Building and Retaining Exceptional SEO Talent

Closing the webinar, Kevin and Will underscored the importance of talent acquisition and retention. Exceptional SEO talent often comes from diverse, sometimes unexpected backgrounds. Both leaders emphasized curiosity, adaptability, and continuous learning as key traits.

Kevin shared how building a strong employer brand attracts great talent organically. By clearly communicating the agency’s vision, values, and the exciting client challenges their team solves, Re:signal successfully attracts passionate SEO professionals eager to work on prestigious accounts.

Will similarly stressed the importance of diverse hiring—highlighting how experienced, senior talent combined with enthusiastic, curious individuals creates a dynamic, innovative team culture. Fostering this environment not only attracts great talent but also encourages long-term retention and growth.

Final Thoughts: Navigating SEO’s Future with Confidence

Ultimately, the webinar offered a wealth of insights for SEO and marketing leaders navigating today’s rapidly evolving landscape. As search strategies shift amidst rising PPC costs and Google’s continuous innovation, businesses must:

• Clearly define and specialize their market position.

• Align SEO investments strategically with broader business goals and finance priorities.

• Proactively adapt to Google's evolving e-commerce search features.

• Balance strategic partnerships with retailers against direct-to-consumer control.

• Continuously invest in attracting and nurturing exceptional SEO talent.

SEO remains a dynamic, challenging field—but by staying strategic, adaptable, and informed, brands can confidently leverage organic growth opportunities even amidst rising market pressures.

Stay Competitive with SearchPilot

Want to optimize your SEO strategy effectively and stay ahead in today's evolving market? Schedule a personalized demo with SearchPilot to discover how SEO A/B testing can help you navigate these changes and drive sustainable growth.