Here are seven specific ways that paid and organic search and work together for mutual benefit.

1. Keyword Research

This is probably the most obvious or first way to collaborate that we would all think of.

Both paid and organic search:

While we may use different tools to get our keyword research data, there’s no reason to keep sets of data for SEO and PPC separate.

Multiple tools and multiple mindsets in the research process can yield the uncovering of more ideas and terms that might not be thought of or discovered by different tools.

By sharing data, and potentially going further in sharing research tasks along the way, we can share insights like:

2. PPC Ad Copy & SEO Titles & Meta Descriptions

Paid search text ads are formatted very similarly to organic search results in SERPs.