Paid and organic search are no longer independent… at least they shouldn’t be. People who want to be successful at both need to make sure that both companies, departments, or individuals running the campaigns are in regular communication with each other. The strategies need to mesh in ways that they simply haven’t in the past.
I went into some detail about why this is the case in 2013 on Soshable:
SEO and PPC are very different which is why for years it has been okay to have one company running one and another company running the other. They have always been complementary of each other but they didn’t necessarily have to talk to each other. The separation between paid and organic has for some time been considered a positive – trying to do both is hard because of the potential conflict in strategy and purpose.