Nick Roshon

Heather Fletcher is senior content editor with Target Marketing.

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

Home. The word evokes feelings of warmth and comfort—a place to belong. It doesn't necessarily bring to mind the Archdiocese of San Francisco. Yet that's the page title the religious institution chose for its homepage. 

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