{"id":697244,"date":"2025-10-29T16:05:12","date_gmt":"2025-10-29T13:05:12","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/why-your-seo-and-ppc-teams-need-shared-standards-to-unlock-mutual-gains\/"},"modified":"2025-10-29T16:05:12","modified_gmt":"2025-10-29T13:05:12","slug":"why-your-seo-and-ppc-teams-need-shared-standards-to-unlock-mutual-gains","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/why-your-seo-and-ppc-teams-need-shared-standards-to-unlock-mutual-gains\/","title":{"rendered":"Why your SEO and PPC teams need shared standards to unlock mutual gains"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a660120351ca\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a660120351ca\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-seo-and-ppc-teams-need-shared-standards-to-unlock-mutual-gains\/#Mutualism_between_SEO_and_PPC_lowers_costs_speeds_insights_and_builds_sustainable_visibility_across_organic_and_paid_search_channels\" >Mutualism between SEO and PPC lowers costs, speeds insights, and builds sustainable visibility across organic and paid search channels.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-seo-and-ppc-teams-need-shared-standards-to-unlock-mutual-gains\/#Mutualism_Solving_joint_problems\" >Mutualism: Solving joint problems<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-seo-and-ppc-teams-need-shared-standards-to-unlock-mutual-gains\/#Stabilizing_performance_during_SEO_volatility\" >Stabilizing performance during SEO volatility<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-seo-and-ppc-teams-need-shared-standards-to-unlock-mutual-gains\/#Do_you_involve_SEO_during_a_CPC_price_surge\" >Do you involve SEO during a CPC price surge?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-seo-and-ppc-teams-need-shared-standards-to-unlock-mutual-gains\/#New-market_launch_considerations\" >New-market launch considerations<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-seo-and-ppc-teams-need-shared-standards-to-unlock-mutual-gains\/#Building_unified_performance_measurement\" >Building unified performance measurement<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-seo-and-ppc-teams-need-shared-standards-to-unlock-mutual-gains\/#Core_Web_Vitals\" >Core Web Vitals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-seo-and-ppc-teams-need-shared-standards-to-unlock-mutual-gains\/#INP_gains_importance_with_agentic_AI\" >INP gains importance with agentic AI<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-seo-and-ppc-teams-need-shared-standards-to-unlock-mutual-gains\/#Bringing_quality_scoring_to_SEO\" >Bringing quality scoring to SEO<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-seo-and-ppc-teams-need-shared-standards-to-unlock-mutual-gains\/#Give_a_comprehensive_view_across_channels\" >Give a comprehensive view across channels<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-seo-and-ppc-teams-need-shared-standards-to-unlock-mutual-gains\/#Feedback_loops\" >Feedback loops<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/why-your-seo-and-ppc-teams-need-shared-standards-to-unlock-mutual-gains\/#Optimizing_the_system_not_the_channel\" >Optimizing the system, not the channel<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Mutualism_between_SEO_and_PPC_lowers_costs_speeds_insights_and_builds_sustainable_visibility_across_organic_and_paid_search_channels\"><\/span>Mutualism between SEO and PPC lowers costs, speeds insights, and builds sustainable visibility across organic and paid search channels.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Most marketing teams still treat SEO and PPC as budget rivals, not as complementary systems facing the same performance challenges.<\/p>\n<p>In practice, these relationships fall into three types:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Parasitism<\/strong>: One benefits at the other\u2019s expense.<\/li>\n<li><strong>Commensalism<\/strong>: One benefits while the other remains unaffected.<\/li>\n<li><strong>Mutualism<\/strong>: Both thrive through shared optimization and accountability.<\/li>\n<\/ul>\n<p>Only mutualism creates sustainable performance gains \u2013 and it\u2019s the shift marketing teams need to make next.<\/p>\n<h2 id=\"mutualism-solving-joint-problems\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Mutualism_Solving_joint_problems\"><\/span>Mutualism: Solving joint problems<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One glaring problem unites online marketers: we\u2019re getting less traffic for the same budget.<\/p>\n<p>Navigating the coming years requires more than the coexistence many teams mistake for collaboration.\u00a0<\/p>\n<p>We need mutualism \u2013 shared technical standards that optimize for both organic visibility and paid performance.\u00a0<\/p>\n<p>Shared accountability drives lower acquisition costs, faster market response, and sustainable gains that neither channel can achieve alone.<\/p>\n<p>Here\u2019s what it looks like in practice:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Fostering a culture of experimentation and learning.<\/li>\n<li>PPC tests messaging while SEO builds long-term content assets\u200b.<\/li>\n<li>SEO uncovers search intent that PPC capitalizes on im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>tely\u200b.<\/li>\n<li>Both channels learn from shared incrementality testing (guerrilla testing)\u200b.<\/li>\n<li>Cross-pollination of keyword intelligence and conversion data\u200b.<\/li>\n<li>Combined technical standards (modified Core Web Vitals weights) align engineering with marketing goals\u200b.<\/li>\n<li>Feedback loops accelerate market insights and reduce wasted spend\u200b.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-stabilizing-performance-during-seo-volatility\"><span class=\"ez-toc-section\" id=\"Stabilizing_performance_during_SEO_volatility\"><\/span>Stabilizing performance during SEO volatility<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>During SEO penalties and core updates, PPC can maintain traffic until recovery.\u00a0<\/p>\n<p>Core updates cause fluctuations in organic rankings and user behavior, which, in turn, can affect ad relevance and placements.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-do-you-involve-seo-during-a-cpc-price-surge\"><span class=\"ez-toc-section\" id=\"Do_you_involve_SEO_during_a_CPC_price_surge\"><\/span>Do you involve SEO during a CPC price surge?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>PPC-only landing pages affect the Core Web Vitals of entire sites, influencing Google\u2019s default assumptions for URLs without enough traffic to calculate individual scores.\u00a0<\/p>\n<p>Paid pages are penalized for slow loading just as much as organic ones, impacting Quality Score and, ultimately, bids.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-new-market-launch-considerations\"><span class=\"ez-toc-section\" id=\"New-market_launch_considerations\"><\/span>New-market launch considerations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>PPC should answer a simple question: Are we getting the types of results we expect and want?\u00a0<\/p>\n<p>Setting clear PPC baselines by market and country provides valuable, real-time keyword and conversion data that SEO teams can use to strengthen organic strategies.\u00a0<\/p>\n<p>By analyzing which PPC clicks drive signups or demo requests, SEO teams can prioritize content and keyword targets with proven high intent.\u00a0<\/p>\n<p>Sharing PPC insights enables organic search teams to make smarter decisions, improve rankings, and drive better-qualified traffic.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1142\" height=\"631\" http: alt=\"Global Baseline, Market Baseline, Country Baseline, and Click Yield. Each step explains evaluating performance metrics at different levels and tracking conversion outcomes from clicks. The image visually supports a new-market launch PPC strategy designed to gather insights that strengthen SEO performance.\" class=\"wp-image-463899\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Global-Baseline-Market-Baseline-Country-Baseline-and-Click-Yield.png 1142w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Global-Baseline-Market-Baseline-Country-Baseline-and-Click-Yield-768x424.png 768w\" data-lazy-sizes=\"(max-width: 1142px) 100vw, 1142px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Global-Baseline-Market-Baseline-Country-Baseline-and-Click-Yield.png\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1142\" height=\"631\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Global-Baseline-Market-Baseline-Country-Baseline-and-Click-Yield.png\" alt=\"Global Baseline, Market Baseline, Country Baseline, and Click Yield. Each step explains evaluating performance metrics at different levels and tracking conversion outcomes from clicks. The image visually supports a new-market launch PPC strategy designed to gather insights that strengthen SEO performance.\" class=\"wp-image-463899\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Global-Baseline-Market-Baseline-Country-Baseline-and-Click-Yield.png 1142w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Global-Baseline-Market-Baseline-Country-Baseline-and-Click-Yield-768x424.png 768w\" sizes=\"(max-width: 1142px) 100vw, 1142px\"><figcaption class=\"wp-element-caption\"><em><em>Source: <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.canva.com\/design\/DAGQWfJou3Y\/X4sqpLCbzXmGGvNgc7QyvQ\/edit\" target=\"_blank\" rel=\"noopener\">SMX Advanced Berlin presentation<\/a> by the author.<\/em><\/em><\/figcaption><\/figure>\n<\/div>\n<p><strong><em>Dig deeper: The end of SEO-PPC silos: Building a unified search strategy for the AI era<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 id=\"building-unified-performance-measurement\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Building_unified_performance_measurement\"><\/span>Building unified performance measurement<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One key question to ask is: how do we measure incrementality?\u00a0<\/p>\n<p>We need to quantify the true, additional contribution PPC and SEO drive above the baseline.\u00a0<\/p>\n<p>Guerrilla testing offers a lo-fi way to do this \u2013 turning campaigns on or off in specific markets to see whether organic conversions are affected.\u00a0<\/p>\n<p>A more targeted test involves turning off branded campaigns.\u00a0<\/p>\n<p>PPC ads on branded terms can capture conversions that would have occurred organically, making paid results <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ear stronger and SEO weaker.\u00a0<\/p>\n<p>That\u2019s exactly what Arturs Cavniss\u2019 company did \u2013 and <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/posts\/arturs-cavniss-seo_why-your-paid-ads-might-be-sabotaging-your-activity-7383537645685227521-R4Ta\/\" target=\"_blank\" rel=\"noopener\">here are the results<\/a>.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1036\" height=\"404\" http: alt=\"&quot;Line and bar chart titled 'Cost and Purchases Over Time.' The chart shows daily advertising costs (bars) and purchases (line) from June to September 2025, with a highlighted section labeled 'Brand Spend Turned Off.' During this highlighted period, costs drop sharply while purchases remain steady, illustrating the impact of disabling branded ad spend.&quot;\" class=\"wp-image-463900\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Arturs-Cavniss-Brand-spend-turned-off.png 1036w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Arturs-Cavniss-Brand-spend-turned-off-768x299.png 768w\" data-lazy-sizes=\"(max-width: 1036px) 100vw, 1036px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Arturs-Cavniss-Brand-spend-turned-off.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1036\" height=\"404\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Arturs-Cavniss-Brand-spend-turned-off.png\" alt=\"&quot;Line and bar chart titled 'Cost and Purchases Over Time.' The chart shows daily advertising costs (bars) and purchases (line) from June to September 2025, with a highlighted section labeled 'Brand Spend Turned Off.' During this highlighted period, costs drop sharply while purchases remain steady, illustrating the impact of disabling branded ad spend.&quot;\" class=\"wp-image-463900\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Arturs-Cavniss-Brand-spend-turned-off.png 1036w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Arturs-Cavniss-Brand-spend-turned-off-768x299.png 768w\" sizes=\"auto, (max-width: 1036px) 100vw, 1036px\"><\/figure>\n<\/div>\n<p>For teams ready to operate in a more sophisticated way, several options are available.\u00a0<\/p>\n<p>One worth exploring is Robyn, an open-source, AI\/ML-powered marketing mix modeling (MMM) package.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-core-web-vitals\"><span class=\"ez-toc-section\" id=\"Core_Web_Vitals\"><\/span>Core Web Vitals<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Core Web Vitals measures layout stability, rendering efficiency, and server response times \u2013 key factors influencing search visibility and overall performance.\u00a0<\/p>\n<p>These metrics are <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/developer.chrome.com\/docs\/lighthouse\/performance\/performance-scoring#lighthouse_10\" target=\"_blank\" rel=\"noopener\">weighted by Google<\/a> in evaluating page experience.<\/p>\n<figure class=\"wp-block-table\">\n<table class=\"has-fixed-layout\">\n<tbody>\n<tr>\n<td><strong>Core Web Vitals Metric<\/strong><\/td>\n<td><strong>Google\u2019s Weight<\/strong><\/td>\n<\/tr>\n<tr>\n<td>First Contentful Paint<\/td>\n<td>10%<\/td>\n<\/tr>\n<tr>\n<td>Speed Index<\/td>\n<td>10%<\/td>\n<\/tr>\n<tr>\n<td>Largest Contentful Paint<\/td>\n<td>25%<\/td>\n<\/tr>\n<tr>\n<td>Total Blocking Time<\/td>\n<td>30%<\/td>\n<\/tr>\n<tr>\n<td>Cumulative Layout Shift<\/td>\n<td>25%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p>Core Web Vitals:<\/p>\n<ul class=\"wp-block-list\">\n<li>Affect PPC performance through CLS metrics.<\/li>\n<li>Influence SEO rankings through search vitals.<\/li>\n<li>Give engineering teams clear benchmarks that align development efforts with marketing goals.<\/li>\n<\/ul>\n<p>You can create a modified weighted system to reflect a combined SEO and PPC baseline. (Here\u2019s a quick <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1bqLpQ2TFrNkUnQ7buWku_xc-ACZaVx85AA-z7CO0V60\/edit\" target=\"_blank\" rel=\"noopener\">MVP spreadsheet<\/a> to get started.)<\/p>\n<p>However, SEO-focused weightings don\u2019t capture PPC\u2019s Quality Score requirements or conversion optimization needs.\u00a0<\/p>\n<p>Clicking an ad link can be slower than an organic one because Google\u2019s ad network introduces extra processes \u2013 additional data handling and script execution \u2013 before the page loads.\u00a0<\/p>\n<p>The <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7236673193330020353\/\" target=\"_blank\" rel=\"noopener\">hypothesis<\/a> is that ad clicks may consistently load slower than organic ones due to these extra steps in the ad-serving process.\u00a0<\/p>\n<p>This suggests that performance standards designed for organic results may not fully represent the experience of paid users.<\/p>\n<p>Microsoft Ads Liaison Navah Hopkins notes that paid pages are penalized for slow loading just as severely as organic ones \u2013 a factor that directly affects Quality Score and bids.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1151\" height=\"643\" http: alt=\"bold headline 'Before SEOs grumble...'. The text warns that PPC-only landing pages can negatively affect Core Web Vitals for the entire site, leading Google to make poor default assumptions about low-traffic URLs and ultimately hurting SEO performance.&quot;\" class=\"wp-image-463901\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Bold-headline-Before-SEOs-grumble.png 1151w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Bold-headline-Before-SEOs-grumble-768x429.png 768w\" data-lazy-sizes=\"(max-width: 1151px) 100vw, 1151px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Bold-headline-Before-SEOs-grumble.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1151\" height=\"643\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Bold-headline-Before-SEOs-grumble.png\" alt=\"bold headline 'Before SEOs grumble...'. The text warns that PPC-only landing pages can negatively affect Core Web Vitals for the entire site, leading Google to make poor default assumptions about low-traffic URLs and ultimately hurting SEO performance.&quot;\" class=\"wp-image-463901\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Bold-headline-Before-SEOs-grumble.png 1151w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Bold-headline-Before-SEOs-grumble-768x429.png 768w\" sizes=\"auto, (max-width: 1151px) 100vw, 1151px\"><figcaption class=\"wp-element-caption\"><em>Source: SMX Advanced Berlin presentation by the author.<\/em><\/figcaption><\/figure>\n<\/div>\n<p>SEOs also take responsibility for improving PPC-only landing pages, even without being asked. As Jono Alderson explains:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cAll of your PPC-only landing pages are affecting the CWV of your whole site (and, Google\u2019s default assumptions for all of your URLs that don\u2019t have enough traffic to calculate), and thus f*ck with your SEO.\u201d<\/li>\n<\/ul>\n<p>PPC-only landing pages influence the Core Web Vitals of entire sites, shaping Google\u2019s assumptions for low-traffic URLs.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-inp-gains-importance-with-agentic-ai\"><span class=\"ez-toc-section\" id=\"INP_gains_importance_with_agentic_AI\"><\/span>INP gains importance with agentic AI<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Agentic AI\u2019s sensitivity to interaction delays has made Interaction to Next Paint (INP) a critical performance metric.<\/p>\n<p>INP measures how quickly a website responds when a human or AI agent interacts with a page \u2013 clicking, scrolling, or filling out forms while completing tasks.\u00a0<\/p>\n<p>When response times lag, agents fail tasks, abandon the site, and may turn to competitors.\u00a0<\/p>\n<p>INP doesn\u2019t appear in Chrome Lighthouse or PageSpeed Insights because those are synthetic testing tools that don\u2019t simulate real interactions.\u00a0<\/p>\n<p>Real user monitoring helps reveal what\u2019s happening in practice, but it still can\u2019t capture the full picture for AI-driven interactions.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-bringing-quality-scoring-to-seo\"><span class=\"ez-toc-section\" id=\"Bringing_quality_scoring_to_SEO\"><\/span>Bringing quality scoring to SEO<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>PPC practitioners have long relied on Quality Score \u2013 a 1-10 scale measuring expected CTR and user intent fit \u2013 to optimize landing pages and reduce costs.\u00a0<\/p>\n<p>SEO lacks an equivalent unified metric, leaving teams to juggle separate signals like Core Web Vitals, keyword relevance, and user engagement without a clear prioritization framework.<\/p>\n<p>You can create a company-wide quality score for pages to incentivize optimization and align teams while maintaining channel-specific goals.\u00a0<\/p>\n<p>This score can account for page type, with sub-scores for trial, demo, or usage pages \u2013 adaptable to the content that drives the most business value.<\/p>\n<p>The system should account for overlapping metrics across subscores yet remain simple enough for all teams \u2013 SEO, PPC, engineering, and product \u2013 to understand and act on.\u00a0<\/p>\n<p>A unified scoring model gives everyone a common language and turns distributed accountability into daily practice.\u00a0<\/p>\n<p>When both channels share quality standards, teams can prioritize fixes that strengthen organic rankings and paid performance simultaneously.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-give-a-comprehensive-view-across-channels\"><span class=\"ez-toc-section\" id=\"Give_a_comprehensive_view_across_channels\"><\/span>Give a comprehensive view across channels<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Display advertising and SEO rarely share performance metrics, yet both pursue the same goal \u2013 converting impressions into engaged users.\u00a0<\/p>\n<p>Click-per-thousand impressions (CPTI) measures the number of clicks generated per 1,000 impressions, creating a shared language for evaluating content effectiveness across paid display and organic search.<\/p>\n<p>For display teams, CPTI reveals which creative and targeting combinations drive engagement beyond vanity metrics like reach.\u00a0<\/p>\n<p>For SEO teams, applying CPTI to search impressions (via Google Search Console) shows which pages and queries convert visibility into traffic \u2013 exposing content that ranks well but fails to earn clicks.<\/p>\n<p>This shared metric allows teams to compare efficiency directly: if a blog post drives 50 clicks per 1,000 organic impressions while a display campaign with similar visibility generates only 15 clicks, the performance gap warrants investigation.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" http: alt=\"'Reverse CPM' explains how to calculate when content is 'paid for' and achieves ROI, giving the example that 1 million monthly impressions should generate 1,000+ clicks. The concept is attributed to inspiration from Navah Hopkins.\" class=\"wp-image-463902\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Reverse-CPM-by-Navah-Hopkins.png 1600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Reverse-CPM-by-Navah-Hopkins-768x432.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Reverse-CPM-by-Navah-Hopkins-1536x864.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Reverse-CPM-by-Navah-Hopkins.png\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Reverse-CPM-by-Navah-Hopkins.png\" alt=\"'Reverse CPM' explains how to calculate when content is 'paid for' and achieves ROI, giving the example that 1 million monthly impressions should generate 1,000+ clicks. The concept is attributed to inspiration from Navah Hopkins.\" class=\"wp-image-463902\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Reverse-CPM-by-Navah-Hopkins.png 1600w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Reverse-CPM-by-Navah-Hopkins-768x432.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Reverse-CPM-by-Navah-Hopkins-1536x864.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><figcaption class=\"wp-element-caption\"><em><em>Source: SMX Advanced Berlin presentation by the author.<\/em><\/em><\/figcaption><\/figure>\n<\/div>\n<p>Reverse CPM offers another useful lens. It measures how long content takes to \u201cpay for itself\u201d \u2013 the point where it reaches ROI.\u00a0<\/p>\n<p>For example, if an article earns 1 million impressions in a month, it should deliver roughly 1,000 clicks.\u00a0<\/p>\n<p>As generative AI continues to reshape traffic patterns, this metric will need refinement.<\/p>\n<h2 id=\"feedback-loops\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Feedback_loops\"><\/span>Feedback loops<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The most valuable insights emerge when SEO and PPC teams share operational intelligence rather than compete for credit.\u00a0<\/p>\n<p>PPC provides quick keyword performance data to respond to market trends faster, while SEO uncovers emerging search intent that PPC can immediately act on.\u00a0<\/p>\n<p>Together, these feedback loops create compound advantages.<\/p>\n<p>SEO signals PPC should act on:<\/p>\n<ul class=\"wp-block-list\">\n<li>Google is testing a feature that impacts SEO rankings and traffic \u2013 PPC can maintain visibility during organic volatility.<\/li>\n<li>SEO keyword research uncovers search intent, emerging keywords, seasonal patterns, and regional differences in query popularity.<\/li>\n<li>Long-tail insights reveal shifting search intents after core updates, signaling format and content opportunities.<\/li>\n<\/ul>\n<p>PPC signals SEO should act on:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn%3Ali%3Aactivity%3A7241355299268251648\/\">Some PPC keywords are effectively \u201cdead.\u201d<\/a> They\u2019ll never convert and are better handled by SEO.<\/li>\n<li>PPC competitors bidding on brand keywords expose gaps in brand protection strategy.<\/li>\n<li>PPC data highlights which product messaging, features, or offers resonate most with users, informing content priorities.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"978\" http: alt=\"Mind map titled 'Dead Keywords in PPC' illustrating three main branches: why keywords become dead (including SERP feature dominance, zero-click searches, and other reasons for reduced visibility), impact on PPC campaigns (wasted budget, shift to expected CTR, quality score impact), and deeper impacts on PPC (long-term account health issues, shifting user intent due to SERP features, and reduced competitiveness)\" class=\"wp-image-463903\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Mind-map-titled-Dead-Keywords-in-PPC-scaled.png 2048w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Mind-map-titled-Dead-Keywords-in-PPC-768x367.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Mind-map-titled-Dead-Keywords-in-PPC-1536x733.png 1536w\" data-lazy-sizes=\"(max-width: 2048px) 100vw, 2048px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Mind-map-titled-Dead-Keywords-in-PPC-scaled.png\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"978\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Mind-map-titled-Dead-Keywords-in-PPC-scaled.png\" alt=\"Mind map titled 'Dead Keywords in PPC' illustrating three main branches: why keywords become dead (including SERP feature dominance, zero-click searches, and other reasons for reduced visibility), impact on PPC campaigns (wasted budget, shift to expected CTR, quality score impact), and deeper impacts on PPC (long-term account health issues, shifting user intent due to SERP features, and reduced competitiveness)\" class=\"wp-image-463903\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Mind-map-titled-Dead-Keywords-in-PPC-scaled.png 2048w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Mind-map-titled-Dead-Keywords-in-PPC-768x367.png 768w, https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/Mind-map-titled-Dead-Keywords-in-PPC-1536x733.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n<\/div>\n<p>When both channels share intelligence, insights extend beyond marketing performance into product and business strategy.<\/p>\n<ul class=\"wp-block-list\">\n<li>Product managers exploring new features benefit from unified search data across both channels.<\/li>\n<li>Joining Merchant Center and Google Search Console data in BigQuery provides a strong foundation for ecommerce attribution.<\/li>\n<\/ul>\n<p>These feedback loops don\u2019t require expensive tools \u2013 only an organizational commitment to regular cross-channel reviews in which teams share what\u2019s working, what\u2019s failing, and what deserves coordinated testing.<\/p>\n<h2 id=\"optimizing-the-system-not-the-channel\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Optimizing_the_system_not_the_channel\"><\/span>Optimizing the system, not the channel<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Treat technical performance as shared infrastructure, not channel-specific optimization.\u00a0<\/p>\n<p>Teams that implement unified Core Web Vitals standards, cross-channel attribution models, and distributed accountability systems will capture opportunities that siloed operations miss.\u00a0<\/p>\n<p>As agentic AI adoption accelerates and digital marketing grows more complex, symbiotic SEO-PPC operations become a competitive advantage rather than a luxury.<\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/seo-ppc-teams-shared-standards-mutual-gains-463890\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mutualism between SEO and PPC lowers costs, speeds insights, and builds sustainable visibility across organic and paid search channels. Most marketing teams still treat SEO and PPC as budget rivals, not as complementary systems facing the same performance challenges. In practice, these relationships fall into three types: Parasitism: One benefits at the other\u2019s expense. Commensalism:&#8230;<\/p>\n","protected":false},"author":1,"featured_media":697245,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/10\/ChatGPT-Image-SEO-and-PPC-clownfish-and-sea-anemone.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-697244","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/697244","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=697244"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/697244\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/697245"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=697244"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=697244"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=697244"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}