Search engine marketing helps you expand your online reach and get more customers resulting into better business.

Search Engine Watch contributor Michael McManus has published an article on balancing paid and organic search strategies for optimum success.

He says, “Here are some practical tips to have both SEO and PPC work together.


Keywords are important to both SEO and PPC as each one is reliant on them to help with creating the proper content for each strategy. They are both going to want to target the proper and relevant keywords in order to show up in the SERPs when a user is searching for information, shopping, looking for a brand, etc.

Using the keyword data and insights from your PPC campaigns and providing that information to your SEO team, will allow them to then create content that a user is searching for and thus be able to be in front of the customer throughout their journey.

Creating ads

Paid social media ads as well as retargeting ads are a great way for you to get your content shared across different platforms that will help with getting backlinks that will help your site’s content rank organically.”

Balancing paid and organic search strategies for optimum success

Search Engine Watch

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