It’s common for businesses to ask how SEO is going to help their paid search efforts. This is an often misunderstood relationship, and when working with Fortune 500 companies, you can’t simply say because I said so. So, I thought I’d tackle this with a three-fold approach:

1. Market Share

2. Improved Metrics

3. Revenue

Market Share

For small service-oriented or e-Commerce businesses, click-through-rate and conversions are paramount. However, for large companies, brand recognition is an equally important component of search marketing. Combining organic search with paid campaigns increases exposure for important branded and non-branded key phrases, ensuring that you are in front of your target audience at critical times. It’s pretty simple math – more listings means more chances someone will see one of your listings and associate your company with the search term. When presented with a viable opportunity to increase exposure and position your company as the industry leader, why wouldn’t you?

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