Nick Roshon

Nick Roshon
Beyond Keywords: 2 Steps for Balancing SEO and PPC

When marketers ask about how to achieve SEO and PPC synergy, they are often pointed to studies like the 2011 Google research "Incremental Clicks Impact of Search Advertising," which demonstrates that keywords shared between SEO and PPC produce larger results than either channel could produce independently (the common "1+1=3" analogy). But in reality, there are many advantages that are equally if not more important than increased clicks