Krzysztof Marzec, DevaGroup: How can SEO and paid campaigns work together?

Your SEO and ads are fighting with each other!

Release dare:

November 5, 2026

How should SEO specialists and performance marketing teams work together?

That’s one of the topics we cover today with Krzysztof Marzec, CEO of DevaGroup, an agency specializing in SEO and Google Ads (SEM) campaigns with over 20 years of experience on the market. Krzysztof is an author and co-author of books and hundreds of publications on SEO, a university lecturer (including at AGH University of Krakow, Jagiellonian University and WSB Merito), and a judge at international industry competitions such as the European Search Awards, Global Search Awards and European Paid Media Awards.

We discuss:
– how to combine SEO and Google Ads without burning through your budget
– why AI hallucinates and makes up sources in research
– AI search optimization (AEO/GEO) – how to build brand authority
– content pruning and safe recycling of blog content
– how to rank YouTube videos and which short videos to post on TikTok

Discussed topics

0:00 In today’s episode: audits, e-commerce and the AI revolution

‍04:12 AI hallucinations in research about industry experts

‍05:20 Procedures that protect against AI errors

‍07:02 The pace of change in e-commerce – how to keep up?

‍10:11 Krzysztof Marzec’s talks – substance and interesting campaign ideas

‍13:20 Professional background and the DevaGroup agency – SEO, SEM and analytics

‍15:48 Auditing marketing and SEO – how to approach it wisely and talk to specialists

‍17:00 Collaboration across departments – data sharing between SEO, SEM and IT

‍19:36 A game changer for marketing performance: Ads data for A/B tests and remarketing lists

‍23:04 Analyzing trends and data in Google Ads and SEO: artificial AI traffic in Google Trends and the advantage of Keyword Planner

‍26:51 What can an SEO specialist take from Google Ads reports? Concrete examples

‍52:40 Paid campaigns on Meta vs. Google Ads – target audiences and reporting differences

‍01:00:55 YouTube SEO – how to check results and rank videos

‍01:09:10 TikTok as a content recycling tool

‍01:11:40 What not to do if you don’t want AI to ban you

‍01:22:50 Content cannibalization: removing weak content in favor of expert input

‍01:27:06 The role of brand in AI visibility – reviews, history, USP

Latest post

Latest EPISODE

Krzysztof Marzec, DevaGroup: How can SEO and paid campaigns work together?

Discussed topics