Organic SEO and PPC
How does organic SEO and PPC impact each other on the search engines?
In many organizations, the paid search team that runs PPC campaigns and the SEO team that focuses on organic search are separate departments. In truth, however, research run by Google itself has found that these two work together. In fact, multiple different studies suggest that when a site has strong organic search results, they increase their click-through rates for the PPC ads on the same SERP. Likewise, PPC ads can also boost the results of organic SEO.
How do I use organic and PPC together for search marketing?
To take advantage of the organic search and PPC connection, you will want to redistribute your advertising dollars towards a new set of keywords for SEO campaigns that are already performing well organically and focus your PPC and organic SEO on the new set of keywords until their SEO begins to perform well, and repeat this pattern.