Have different sub-teams in charge of SEO and SEM campaigns separately, but both team leaders need to make sure the campaign is in the right direction and ultimately both would complement each another to achieve the company main marketing objectives.

- supplement each other by saving budget from top organic ranked keywords and reinvest budget to increase impression share of lower ranking potential quality keywords. - leverage both sides expertise. SEO team is expert in landing page analysis and suggesting ways to optimize landing page performance , this help to improve quality score in SEM and benefit to paid performance. SEM always have new quality search terms discovery, share this with SEO team for improving content on website and enriching meta tag - analysis holistic data together. SEO and SEM experts read data in different respective and draw different insight. A holistic search approach needs both sides to talk

To align a team divided on SEO and SEM priorities, I focus on common goals and clear communication: Unified Objectives: Establish shared goals where both SEO and SEM contribute to overall growth. This way, the team sees their efforts as complementary rather than competing. Regular Syncs: Hold weekly or bi-weekly meetings to discuss priorities, challenges, and progress, encouraging collaboration. Integrated Metrics: Use tools that display SEO and SEM metrics side by side, offering a complete view of performance and helping the team make data-driven decisions. This alignment fosters synergy and keeps the team focused.