When SEOs can get search term reports from Google Ads and when PPCs can get Search Console performance data, a lot of experimenting and mistakes can be avoided.

While keyword research tools can provide great guidance, getting actual search performance is even better.

We have to consider seasonality, changes in SERPs, and differences in competitors for paid versus organic search, but again, it is a great starting point if you can share or gain this info.

4. Competitor Data

Competitors are a big factor in rankings, ad positions, and costs of investing in both paid and organic search.

Understanding who is paying the most for ad positions and dominating the SERPs can help SEO.