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SEO and PPC tactics too often operate in separate corners of the marketing organization, viewed as incompatible, sometimes even pitted against each other for budget. In smaller or less experienced teams, one channel may be hailed as “the good”, while the other is written off as “the bad”, depending on who you ask. In reality, both can pursue the same lower-funnel goals and share the task of squeezing maximum value from limited resources. In a competitive market, only by uniting can your search strategy gain a real advantage.