• Search Engine Land, Thursday, August 6, 2009 2:45 PM

Most marketers know they need a strategy that relies on both paid and organic search campaigns. The trick for larger companies is to ensure they coexist, according to Duane Forrester. The two types of campaigns are often managed by different groups. SEO typically belongs to engineering; PPC to marketing. Forrester offers up suggestions on realizing synergies between the groups.

For those with "a split search marketing program," Forrester provides suggestions for making a case to combine SEO and PPC efforts. With today's shrinking budgets, and resources more difficult to come by, looking for ways to streamline costs and find efficiencies is what makes heroes, he writes.

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