SEO and PPC should be considered children of the same parent: search marketing. Their strategies should be considered together for best results.
There is some debate in the industry if running PPC and SEO can cause cannibalization of traffic; and there have been studies suggest both a positive and a negative result. You should, therefore, monitor both initiatives closely to prevent cannibalization if present.
There are some great benefits however, including:
- Shared keyword data. Data from your PPC campaigns can help you identify your best converting keywords which can be applied to your overall strategy.
- Informed content strategy. As with keyword data, converting content from PPC may also convert well for your SEO campaign.
- More comprehensive ecommerce data. Ecommerce landing pages can also be used in your PPC campaign to move visitors directly the page where they can purchase a product.
Again, if you do run PPC and SEO programs together, monitor them closely to assure positive results from both. Using both programs can enable you to share data between campaigns making both more effective.