In many ways, it makes sense to treat paid and organic search as two completely separate beasts. For example:
- Both PPC and SEO require their own set of expertise and have their own KPIs
- PPC yields more short-term/immediate results, while SEO is a long-term strategy (it takes time to rank organically)
- SEO allows you to build long-term equity because your rankings do not depend on whether you’re bidding on keywords and impressions
- User who click on paid listings are not necessarily the same users who click on organic ones
The list can go on, but the point is that it’s easy/tempting to want to treat the two channels as distinct. However, because both PPC and SEO target users through the same medium (i.e. search engines), the two can be coordinated to support each other and maximize results. Specifically, PPC efforts can be used to enrich and inform your SEO strategy.