What are the best ways that PPC and SEO can work together?

[SearchAcademy]

This has come up recently internally as we are an agency that traditionally only focuses on SEO. However, when asked to articulate the benefits of how they can work together I normally see rather vague and non-actionable answers that don't really translate to real life always.

I can understand how you can use SEO techniques to improve the ROAS of a PPC campaign by improving the quality of a landing page.

I am also aware of a number of ways you can use Adwords data from your campaign to improve your SEO campaign but I am curious to know. How else can the two channels work together to help each other out?

[David_ODonnell]

Not exhaustive in any terms, but a couple of examples come to mind immediately.

1. Find best peforming keywords in your PPC campaigns and optimise your site for them.

2. For PPC keyword ideas, reviewing your organic keywords.

3. Visibility in SERPs, especially if competitors are bidding on your brand / top keywords.

4. Adwords / Analytics play nice together in a couple of ways with a few settings: auto tagging Adwords PPC traffic, imporing Analytics Goals into Adwords as conversions, Adwords data within Analytics, calculating ROI etc.

I also just found this (dated, but still mostly relevant) Youmoz post that has more: http://www.seomoz.org/ugc/8-ways-ppc-and-seo-are-better-when-used-together