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So  in terms of on- page optimisation should I be trying to optimise for words that we bid on in google search adverts AND organic search terms that drive organic traffic to our site? I was thinking there would be benefits from being optimized for these paid words as it would reduce what we spend etc

Im looking to relaunch a current website, that will undergo a complete makeover. Can you you tell me what factors I need to consider in doing this, particularly with regards to maintaining seo and migrating the current site in general

Hi Im wondering whether I should optimise my site with Organic search terms that drive traffic to the site or the paid terms i use in Google search ads?