Integrate SEO and paid search to avoid unnecessary spend and have unified brand messaging. Paid search requires consistent investment, while organic search builds incremental growth over time with less investment.
Challenges in integrating SEO and paid search include lack of full working knowledge of each channel, differences in strategy, and difficulty in showing the benefits of a holistic approach.
Many executives lack familiarity with both organic and paid search, leading to difficulties in proving the value of a holistic approach. A unified strategy can help in investing less and growing value over time.
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