Google holds a staggering 92.47% of the search engine market share, so every business wants to appear in Google’s search engine results pages (SERPs) as much as possible. Small- to medium-sized businesses need a well-designed strategy if they hope to carve out a niche to compete against larger corporations. Pursuing SEO and PPC will maximize visibility in search results, which can help make that playing field a little more even. That said, the relationship between paid and organic search is multifaceted. Although many marketers understand that SEO and SEM work better together, there’s a complex interplay between organic and paid search.