Jack Johnson said it better,
“we’re always better when we’re together”
how can [SEO & SEM] work together:
1. increase [keyword quality score]!! if your score is too low then you might not appear at all, or your CPC will increase.
2. verify your keyword strategy before committing to a long-term SEO strategy with SEM campaigns.
3. results of SEM A/B testing can bring useful insight to apply on your site, organically.
4. increase awareness by having both strong organic & paid visibility.
the optimal approach is integrating search strategies that looks both at SEO & SEM.
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