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Let’s first take a moment to let the cover image of this story wear off a bit. It’s pretty freaky, I know. Once that’s done, let’s talk about how the evolution of search marketing has come to the point that we need to use freaky images to get your attention.
SEO and PPC are very different which is why for years it has been okay to have one company running one and another company running the other. They have always been complementary of each other but they didn’t necessarily have to talk to each other. The separation between paid and organic has for some time been considered a positive – trying to do both is hard because of the potential conflict in strategy and purpose.
Things have changed in 2013. The two must talk to each other. Whether it’s two different companies working each separately or through a single company that handles both with different departments, the best way to have a solid search marketing strategy is by making sure that efforts on both fronts are truly working together. When done properly, the whole is greater than the sum of the parts.
Take a look at your paid and organic search companies. Are they talking to each other? Are either saying that they don’t need to talk to the other because they work independently? If so, it may be time to look at someone else because that sort of thinking is antiquated. Get the two hands talking to each other as soon as possible.