• Search Engine Watch, Monday, October 17, 2011 12 AM

Adam Audette gives us three areas to explore when integrating search engine optimization with paid-search ads. Some studies show the two can reinforce organic and paid-search listings, except on brand queries where cannibalization is more likely to occur. The basic rules often discussed include using paid-search keyword data to inform organic content and optimization strategies. While these are useful, Audette writes, it's important to understand what it takes to gain and maintain a competitive advantage. So he tells us how to focus on competitive search, explore landing page snippets in paid-search ads, and understand traffic value. 

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