As most digital marketers know SEO & PPC can be a very complicated relationship. An SEO can spend many months to get their website ranking for a particular search query and then WHAM! A PPC ad steals all of the traffic, making all that hard work from the SEO feel pointless. Although this might seem frustrating for an SEO, should organic and paid traffic shake hands and become the best of friends? In this article, I’m going to explain why SEO and PPC should get along.