What I'm trying to do is bring PPC and SEO closer together so that we can create a single search strategy. Having said that, what I'm thinking of trying to accomplish now is to define metrics that can be used to define success in both channels. For example, PPC relies heavily on clicks, conversions and view through conversion whereas SEO is more about visits and time on site. The problem comes from Analytics and Ad Words where there's two different reporting metrics for each, and Google has done this whether it be intentionally or not. I wonder if there's a metric such as clicks or view through conversion which can be measured not only in PPC but SEO too. It would need a hefty custom segment in Analytics or even something bigger, this is where I need help. Has anyone had any experience with this before or has any ideas?