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How to: Bring SEO and PPC together


Ian O’Rourke, founder and CEO of Adthena, reveals the most effective ways to bring the two key halves of SEM together

Specialisation has long been a part of the business world, and nowhere is that more true than in digital marketing. As people develop their careers in digital marketing, there is a huge trend of people becoming increasingly focused on their own particular niche. And, with huge topic areas to master, it’s no surprise that one can become an expert in PPC, while neglecting the other side of the same SEM coin completely.