Sharing keyword data between SEO and PPC sounds straightforward, but it rarely happens in practice. Organizational silos get in the way, and these two disciplines move at different speeds, follow different rules, and compete for the same real estate. Search synergy is an organizational design issue. Even strong search teams won’t achieve a unified presence on the search engine results page if SEO and PPC are siloed into separate departments with competing goals. If you want to maximize your search real estate and drive meaningful ROI, you need an org chart and goal structure that supports collaboration. I’ll unpack what I’ve seen work across…
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