The Google-push to punish ranking-data scraping will develop search and web content into a completely wrong direction.
The synergies of a combined strategy for SEO and PPC are well known, well documented, and to my knowledge, used by most (good) search-agencies. Even Google use it in their work to promote AdWords. To quickly summarize: Top listing organic + Top listing paid = more than twice the (relevant) traffic and visibility than if both were alone in the SERPS = great customer value. In addition to this, brands that take up more space in the SERPS are trusted more among searchers than others. All in all, SEARCH synergy gives Google what they claim they are looking for: better content, better websites, more value to their users, and more money back to both customer and Google.
Agencies and companies working towards giving their (potential) customers the best possible web content, work with search as a whole. They see what PPC and SEO can do together to make the user experience, the websites, the content and the campaigns even better. In this work, content optimisation is extremely important, and is often put under the SEO umbrella: (more…)