Is anyone still creating artificial opposition between SEO and PPC (e.g., “We rank first organically, so we don’t need to pay for an ad”)? How about hiring a PPC- or SEO-only agency or keeping ...

What if I told you that some of the best SEO insights don’t come from organic search data alone? When SEO data is viewed in isolation, it only explains what’s happening in the organic search channel.

Most marketing teams still treat SEO and PPC as budget rivals, not as complementary systems facing the same performance challenges. In practice, these relationships fall into three types: Only ...

Over the past decade, digital marketers have witnessed a dramatic shift in how search budgets are allocated. In the past decade, companies were funding SEO teams alongside PPC teams. However, a shift ...