Columnist David Rekuc discusses several ways in which your paid search data can inform SEO initiatives to produce stronger results.
Digital marketing is quite the fragmented landscape; modern marketing channels can be so complex that they often require dedicated specialists. But who is looking at the bigger picture when your team members are mono-focused on one discipline?
I find this especially worrisome in the world of organic and paid search, which play in the same sandbox but rarely converse. While search engine optimization (SEO) teams are struggling to find reliable reporting tools, many don’t realize they are (figuratively or literally) sitting next to a paid search counterpart with a mound of actionable data at their fingertips.
Here are five ways paid search data can support SEO:
