For as long as I can remember, there’s been a constant push to consolidate paid and organic search practices. And at a high-level, the logic makes sense. Both paid and organic search have similar expectations:
Driving traffic and conversion from search engine results pagesEnsuring efficiencies are met across the keyword spectrum
However, I completely disagree with the notion that organic and paid search should be grouped together as a department. Now before I start explaining myself, let me just say that I can’t stress enough the importance of paid and organic search working together to maximize ROI. However, I could make the argument that all departments should be working together in this manner, so in an ideal world, there would be no silos of practice housing.