Both Search Engine Optimization (SEO) and Pay Per Click (PPC) advertising have fundamentally similar goals – to drive qualified traffic to your website. Many organizations still manage these two elements separately but, keep in mind that Search Engine Marketing (SEM) is a positive-sum game. It is only when SEO and PPC efforts are properly aligned that you can achieve optimal performance.

A recent case study proves the power of  ensuring your organic and paid search are in sync. Over $10 million dollars in direct online sales revenue for PPC and SEO data was analysed for Hewlett-Packard in 2013. The results show that a presence in both SEO and PPC leads to an overall higher percentage of clicks, with paid clicks driving half of the revenue for branded terms, and 70% of the revenue for non-brand terms. Aaron Goldman, the Chief Marketing Officer at Kenshoo – the company who conducted the study – said “Smart marketers, like those at Resolution and HP are embracing a holistic approach to search engine marketing to get the most out of their investment.”

PPC data is one of the best tools to inform and optimize your site for organic performance. Its ability to be nimble by quickly testing variables and gathering actionable insights presents a valuable opportunity to help plot the course of your SEO focus. From testing copy to determine the best performing language and calls to action, to identifying the best performing pages, paid search performance insights work hand in hand with your organic search strategy.

Take a look at our infographic to learn more about the importance of aligning your SEO and PPC campaigns  and managing them under one roof.