The Objective for Collecting Data
As described in the title, collecting data can come from two different kinds of searches: organic and paid. Organic is search data that originates on its own meaning people find your page through their own search. For example, if someone was trying to find site to buy new brakes for their car and you sold car parts then your site should come up on that google search. Your site came up organically through their search of a product/service you can provide for them. Now a paid search is exactly what it sounds like, you pay for your ad to appear on other websites or social media in order to catch a target audiences attention. Each form of search data will help get your product or service seen by others and will record the data based on impressions, clicks, and other kinds of useful information that can show you who is viewing your site.
How they work together
Even though the process of securing data is different between organic and paid, they still can return similar data that will be helpful with figuring out what does and does not work when trying to capture an audiences attention. If you are struggling to get an important keywords to stick against a competitor through organic (SEO) searches, then you may ant to utilize paid (PPC) searches instead. This example is described in an article that I linked at the end of this blog thats gives a more in depth look on how SEO and PPC work together. The idea is that using a paid search will allow you to have more control over where that keyword is being seen and can leapfrog it over your competition in order to get more impressions and clicks. By utilizing these two forms of data collection, you will be able to get a better understanding of the data you are trying to collect and how you can increase your impressions over all.
https://www.semrush.com/blog/3-ways-to-integrate-ppc-seo-for-multichannel-success/