While paying-per-click advertising and search engine optimization may seem like mortal enemies, they complement one another very well. Those with search engine optimization can use AdWords to collect keyword data. While those with pay-per-click can use search engine optimization traffic for convincing remarketing. To begin with, that's only a minor sample.
Understand how SEO and PPC are interrelated in this article. (https://www.rankwatch.com/blog/learn-how-seo-and-ppc-impact-each-other/)
When it comes to advertising, SEO and PPC complement each other perfectly. But you need to remember about proper ppc optimization. This post does a great job of describing optimization: https://gamerseo.com/blog/what-is-paid-search-optimization-definition-kpis-how-to-more-checklist/
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