Following are the four integrations between ppc and seo.
1) Keyword Conversion Testing: Pay per click is more nimble than SEO and can quickly test different keywords, gaining top visibility in minutes rather than months. PPC can be used to identify which keyword traffic converts best on your site, so that you donít spend months of SEO time targeting an underperforming phrase.
2)Landing Page Testing: Much like with keyword conversions, PPC can conduct A/B testing with different landing pages to determine what kind of on-site presentation is most likely to drive a customer to purchase or request a quote.
3) Capture High Competition Phrases: in almost every industry there are some keyword phrases that are very competitive. It is much more challenging to rise to the top of the rankings for these keywords, sometimes taking a year or more of sustained SEO effort. A pay per click campaign allows you to capture this traffic immediately, and benefit from the traffic while your SEO is slowly building organically.
4) Greater Visibility: Pay per click can also help increase your relevant traffic even when you already rank well organically for a keyword. Because ads are always displayed before search results, sometimes capturing an ad position in addition to a top organic position results in a large gain in traffic