Krzysztof Marzec emphasises the alignment between organic search and paid search – and the useful additional data that one can provide the other.

Krzysztof says: “Use your data from Google Ads to improve SEO, and use data from SEO to improve your Google Ads campaigns.

Also, mix it and blend it with AI, because now we have AI to improve it all.”

If you're not actively using Google Ads, is it worthwhile having a small campaign up and running simply to use as data to power your SEO?

“Yes. If you are not using Google Ads, you are losing a lot of data, and you are also losing clients.

When you are generating organic traffic to your website, you should fight for a conversion rate. Using remarketing in Google or Meta Ads can improve your conversion rate because you simply have more attention from your users after they leave your website.

We also see that, in long-term projects, when you are fighting for keywords in organic, you are losing the potential of getting new clients when you could use Google Ads to run for the same keywords and the same targets, and then gather some data.

When you run a Google Ad campaign, you can check the Quality Score, the CTR, and whether it's a good ad, and you can check your landing page. You can learn whether your SEO campaign might fail, or it might be much harder to gain traction, visibility, and a high position in SERPs because there's something off with one of these parameters.

With Google Ads, you can test your ideas. In SEO, you only have one landing page. It's extremely hard to do A/B testing on the same website because you want to use everything for the user base, and you don't want to risk anything. In Google Ads, it's very simple.