Search engine optimization (SEO) and paid search (PPC) have a lot in common, considering each product's goal is to rank well within the search engine results page. SEO is all about providing the content and resources users are looking for while abiding by search engine algorithms, whereas paid search is advertising within the sponsored listings of a search engine and paying each time the ad is clicked. Each product is unique in its own way, yet complement each other when they’re working together! Here, we’ll highlight the benefits that occur when these products are integrated. You'll see that SEO to paid search is like the peanut butter to your jelly, the yin to your yang or the gin to your tonic, if you will.