‘Beyond Search: Unifying PPC and SEO on the Display Network’ – MOZ Blog
Anthony Coraggio says, “PPC and SEO go better together. By playing both sides of the coin, it’s possible to make more connections and achieve greater success in your online marketing than with either alone.
That the data found in search query reporting within AdWords can be a valuable source of information in keyword research is well known. Managing the interaction effects of sharing the SERPs and capturing reinforcing real estate on the page is of course important. Smart marketers will use paid search to test landing pages and drive traffic to support experiments on the site itself. Harmony between paid and organic search is a defining feature of well executed search engine marketing”.
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