Over the last couple of years I've noticed a couple things in the search space: 1. keyword tools are unreliable 2. PPC traffic can show some valuable search trends. Well here’s the point: PPC and SEO help to inform each other consistently.
Arguably one of the most important things to an online marketing campaign is to have some goals in place. I think that figuring out what goals to focus on can be the hardest part sometimes. Tracking them is the easy part.
Finding the proper keywords is the cornerstone of any successful SEM campaign. I imagine every PPC manager out there begins a campaign with keyword research in order to find what keywords are going to generate the desired traffic to a website.