Meet Anastasia Braitsik, a global leader in SEO, content marketing, and data analytics, whose innovative approaches have reshaped how digital marketing teams operate. With a deep understanding of the interplay between SEO and PPC, Anastasia has championed the idea of mutualism—where both channels work together to achieve sustainable, long-term success. In this engaging conversation, we dive into the challenges of collaboration, the power of shared standards, and practical strategies for unlocking mutual gains in today’s competitive landscape.
How did the rivalry between SEO and PPC teams become so common in marketing, and what’s behind this divide?
The rivalry often stems from budget battles and differing goals. Marketing teams historically pit SEO and PPC against each other because they’re competing for the same pot of money, with SEO focused on long-term organic growth and PPC chasing immediate results through paid clicks. There’s also a perception gap—SEO is seen as a slow, steady grind, while PPC is the quick fix. This creates silos where teams prioritize their own metrics over shared outcomes, missing the bigger picture of how both can drive traffic and conversions together.
What are some of the toughest hurdles in getting SEO and PPC teams to collaborate effectively?
One of the biggest hurdles is misaligned incentives. SEO teams are often judged on rankings and organic traffic, while PPC teams are measured by click-through rates and immediate ROI. This leads to finger-pointing instead of teamwork. Another challenge is communication—there’s rarely a structured way for teams to share data or insights. Finally, there’s a lack of understanding; many marketers don’t fully grasp how the other channel works, so they don’t see the value in collaborating.
Can you break down the concept of mutualism in the context of SEO and PPC, and why it stands out compared to other dynamics?
Mutualism is when both SEO and PPC benefit from working together, creating a win-win scenario. Unlike parasitism, where one channel gains at the other’s expense, or commensalism, where one benefits and the other is neutral, mutualism focuses on shared growth. For example, PPC can test messaging fast, and SEO can use those insights to build lasting content. This approach stands out because it drives sustainable results—lower costs, faster market response, and better performance overall—something neither can achieve alone.
In practical terms, what does a mutualistic relationship between SEO and PPC teams look like on a daily basis?
It’s all about constant collaboration. Teams share keyword data regularly—PPC might flag high-performing terms that SEO can target for content. They also align on technical goals, like optimizing landing pages for speed to boost both PPC Quality Scores and SEO rankings. Daily or weekly check-ins help, where teams discuss what’s working, like a PPC ad copy test that could inform an organic meta description. It’s a culture of experimentation and learning, not competition.
How can adopting shared technical standards improve outcomes for both SEO and PPC efforts?
Shared standards, like unified Core Web Vitals benchmarks, ensure that both teams prioritize site performance elements—such as load times and layout stability—that impact organic rankings and paid ad performance. When both channels work toward the same technical goals, you avoid issues like slow-loading PPC landing pages dragging down SEO scores. It aligns engineering and marketing, cuts redundancies, and ultimately improves user experience, which benefits everyone.
Could you share an example of how SEO insights can directly enhance a PPC campaign’s performance?
Absolutely. SEO teams often uncover deep search intent through keyword research, like identifying long-tail queries that reveal what users really want. For instance, if SEO finds that “affordable running shoes for beginners” has high organic engagement, PPC can immediately target that phrase in ads to capture high-intent clicks. This cuts down on guesswork for PPC, reduces wasted spend on broad terms, and boosts conversion rates by aligning ads with proven user needs.
During times of SEO volatility, such as penalties or algorithm updates, how can PPC step in to stabilize performance?
When SEO takes a hit from a penalty or core update, organic traffic can drop overnight. PPC can act as a safety net by ramping up campaigns to maintain visibility and traffic levels. For example, if a site loses rankings for key terms, PPC can target those exact keywords to keep leads coming in while SEO works on recovery. It’s a buffer that ensures the business doesn’t suffer while organic strategies are adjusted.
When launching into a new market, how can PPC data guide SEO teams to make smarter decisions?
PPC data is like a real-time cheat sheet for new markets. It shows which keywords drive clicks and conversions right away, helping SEO teams focus on high-intent terms for content creation. For instance, if PPC ads for “budget travel packages” get a lot of signups in a new country, SEO can build pages around that topic to capture organic traffic. It’s a way to prioritize efforts and avoid wasting time on unproven keywords.
How do you define incrementality when measuring the combined impact of SEO and PPC, and why does it matter?
Incrementality is about figuring out the true additional value each channel brings beyond what would’ve happened anyway. For SEO and PPC, it means asking, “Did this paid ad drive a conversion that wouldn’t have come organically?” It matters because it stops teams from over-crediting one channel and helps allocate budgets smarter. Without measuring incrementality, you might think PPC is stealing organic wins, when it’s actually adding new customers to the funnel.
What’s your forecast for the future of SEO and PPC collaboration in the era of AI and evolving search trends?
I think we’re heading toward even tighter integration, driven by AI. Tools powered by machine learning will make it easier to analyze cross-channel data, spotting patterns humans might miss—like how an AI agent’s interaction delays affect both SEO rankings and PPC costs. As search becomes more personalized and complex, teams that don’t break down silos will fall behind. Collaboration won’t just be a nice-to-have; it’ll be the only way to stay competitive in a landscape where every click and impression counts.
