15 Sep '18, 9pm

Why PPC and SEO need to work together

Likewise working with content teams helps paid search marketers think more about planning and executing around events rather than reacting to traffic changes. It can also lead to a more collaborative testing strategy whereby Organic teams work with Paid to prioritize long term keyword and ranking opportunities based on first party or performance data to indicate higher profitability or lifetime value rather than relying on traffic. Through ongoing testing and adjusting traffic across these terms it may end up that Paid activity becomes an evolving test bed for high value terms which over time get transitioned to organic.

Full article: https://searchenginewatch.com/why-ppc-seo-need-to-work-to...

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