PPC can be a great source of knowledge for building your SEO strategy, but it's important to understand when and where SEO and PPC complement each other versus where they should be used for different purposes.

1. Replicate success: Using the same keywords for both strategies can provide consistent messaging and branding. If a keyword performs exceptionally well in PPC, it might be a good candidate for SEO efforts and vice versa.

2. Test, learn and apply: PPC offers the advantage of immediate feedback. You can test keyword performance and apply these insights to your longer-term SEO strategy.

3. Differing Intent: With SEO, you can target broader, informational keywords to draw organic traffic and establish authority. In contrast, PPC campaigns tend to focus on more specific, transactional keywords, aiming for immediate conversions. Learn from PPC what works and then apply to SEO.

4. Use both to reach more customers: Some high-competition keywords might be expensive in PPC but could be worth targeting organically through SEO. Conversely, long-tail keywords that don't have much organic search volume could be valuable in a niche PPC campaign. Use them together to target a wider range of keywords and therefore reach a wider breadth of customers.