How paid and organic search can work together to drive results for brands

Most organizations treat organic search and paid search as entirely separate entities, run by different departments. This is because organic search focuses on SEO (search engine optimization) for increasing online traffic, whereas paid search leverages PPC (pay-per-click) ads to drive visits and conversion. In reality, these tactics were never meant to be siloed, and close collaboration can reward both teams with powerful insights. This article outlines how a holistic strategy for SEO and PPC can maximize search engine marketing (SEM) results for brands and highlights best practices for combining the two.