Having both SEO and PPC doesn’t mean you have a search strategy. It means you have two channel strategies. That’s very different, and the gap between them is where budget gets wasted and opportunities get missed. In many businesses, the SEO team and the PPC team operate separately. One focuses on organic visibility, while the other focuses on managing bids and budget. Both are hitting their own targets and reporting on their own metrics, but nobody is looking at the bigger picture. That’s where the problems start. Why the silos exist in the first place SEO and PPC genuinely are different jobs. The skills, the tools, and the way success is…
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