When you do a search for, say, “Cleveland marketing,” you’ll get two types of results: organic listings and paid listings. These listings are based on your SEO and PPC campaigns.
SEO is all about boosting your site’s rank in organic searches. PPC campaigns are paid listings. The two columns populate using the same search terms, but they are not related.
For your PPC and SEO campaigns, you’ll want to focus on those search terms and making sure they work. However, a great PPC campaign will not affect your organic search listing. So, if you’re tweaking your keywords in your PPC campaign, make sure you do so with your SEO and vice-versa.