How to Dominate in Search Marketing: The Case for Combining PPC & SEO

Throughout my time working in search marketing, one question inevitably comes up when pitching a new client: “Should we focus more on SEO or PPC?”

Consider that question for a moment.

Organic or paid search — they’re fundamentally different yet two sides of the same coin. Having tunnel vision for SEO or PPC doesn’t make much sense when they both help you get to where you want to go. What binds the two strategies together is their purpose: increasing visibility.

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