Paid & organic search are often seen as completely separate by brands and agencies alike. In fact the strategy and implementation for both aspects should go hand in hand.
As controlling your organic traffic through SEO becomes continually harder, many marketers have felt that paid search is the only way to go. The statistics seem to back this up with US search spend growing by 12% year on year in quarter 4 of 2013. A combination of increasing competition and Google changes have increased CPC’s gradually over the years, but paid search is very much worth investing in - particularly from the organic search perspective. Continue reading
