Although they may seem like mortal enemies SEO and PPC can actually complement each other in many ways. For example those working on SEO can use AdWords to gain valuable keyword data, whilst those with PPC can use SEO traffic to build up credible remarketing lists. And that’s just for starters.
Compliments
Both SEO and PPC can learn a lot from each other when it comes to site speed. Page speed is not just an SEO-only metric, slow loading pages can cause serious problems for an AdWords account. An obvious benefit to both SEO and PPC is the dual use of keyword data. SEO’s can use PPC results to choose the best keywords to target naturally. PPC’s can use Google Analytics ‘site search’ data to target new keywords in their paid campaigns.
Working Together
Using both SEO and PPC is going to give you the best results. If you use both you eliminate another competitor from the SERP’s. If you run the two campaigns in conjunction with each other you will almost always see an increase in CTR.