SEO and PPC are often two very separate activities running independently of one another. Surprisingly often, neither team will have been introduced to the other, let alone have worked together.
It’s surprising because both teams are trying to achieve the same objective: prominent visibility in SERPs and increased traffic and revenue.
At Search Marketing Summit Sydney 2018, I presented a mutually beneficial methodology of running SEO and PPC campaigns together to increase the effectiveness of PPC spend and improve SEO targeting. This process aims to identify and minimise inefficiencies in a search portfolio and strategically utilise both marketing channels for the greatest gains.
My slides are below, along with some recommended reading to provide further information.