PPC and Organic Search Synergy
Sharing data between paid and organic search so each improves the other's decisions.
Analogy Mental model
Air force first to find where the defences actually are, then ground forces to occupy the position.
In practice What you actually do
Four uses. Paid search term reports reveal which phrases convert, and those belong in the content calendar. Organic position gains allow bids to be lowered on terms already won. Holding both the top ad and the top organic result compounds click-through. And paid traffic tests landing page copy quickly before it is committed to an organic page.
Where people get burned Pitfalls
In many companies the two teams do not speak and compete for the same budget. Asking the paid team for their conversion data is the fastest way for a search specialist to demonstrate that they are working on the same problem.
This entry was written in English from the Chinese original, not machine-translated. Read the Chinese version →