Paid and organic search data: how each makes the other cheaper
BY DZAN VOLODER, FOUNDERLAST UPDATED 6 MIN READ
Paid search shows which queries convert within weeks, so SEO can prioritize them. Organic rankings show where you already win, so paid can bid less there. Sharing one query dataset avoids paying twice for the same click.
Use paid data to choose SEO topics
The search terms report shows the exact queries that triggered your ads and which of them converted. It reveals converting queries faster than organic data. Feed the best ones into the content plan.
Use organic rankings to trim paid spend
Where you rank first organically and no competitor bids, test lower bids or pausing. Measure total leads, not channel leads. Test carefully: in Google's study of paused campaigns, 89% of paid clicks were not replaced by organic clicks. Your own results will differ by query, which is why a controlled test beats an assumption.
Share landing page tests
Winning paid landing page messages often improve organic page conversion too.