PPC & SEO: Two Peas In A Pod
Want to bring more qualified visitors to your website?
This post breaks down how PPC and SEO work separately and together to support your digital marketing goals.
While Pay-Per-Click (PPC) advertising and search engine optimization (SEO) are two distinct digital marketing efforts, they become quite powerful when used together in a holistic digital marketing strategy.
How PPC Works
PPC is an advertising model in which your business pays a price each time your ads are clicked. Essentially, you’re buying visits to your site rather than earning them organically through SEO.
Did you know that on average, Google processes more than five trillion searches per year?
Google Search Ads are one type of PPC advertising that allows your business to reach people who are actively searching for keywords related to your products or services.
Running thoughtful PPC campaigns helps keep your business visible in search results and fresh in your customers' minds.
How SEO Works
SEO is the process of optimizing your website so that you rank higher in search results when people search for keywords related to your business. The higher you rank, the more likely people are to click on your listing and visit your website.
The main advantage of SEO is that it’s a long-term strategy with measurable results. Once you achieve a high ranking, you work to maintain it over time.
Six Ways PPC and SEO Work Together to Help Grow Your Business
PPC and SEO are complementary digital marketing strategies that can be used together to increase profit for your business. They can provide your business with a steady stream of qualified traffic that is more likely to convert into customers or clients.
Here’s a closer look at how these two strategies enhance one another:
1. Use PPC for Immediate Wins While SEO Builds
SEO is a long game. While you're waiting for pages to rank, Google Ads lets you appear immediately for the same terms.
2. Use Google Ads to Test High-Intent Keywords for SEO
Run paid search campaigns to identify which keywords drive conversions. This helps you focus your SEO efforts on terms that are proven to bring ROI and not just traffic.
3. Dominate the SERP Real Estate
When you rank organically and have a Google Ad at the top, it pushes competitors down it doubles your visibility.
4. Retarget Organic Visitors with Paid Ads
Someone found you through organic search but didn’t convert? Retarget them through Google Ads with a special offer or service reminder.
5. Use Search Terms Reports to Discover SEO Content Ideas
The “search terms” report in Google Ads shows exactly what people are typing when they click your ads. Regularly mine this for blog ideas, FAQs, and page optimization opportunities.
6. Cross-Analyze Assisted Conversions
Sometimes SEO gets the click, PPC gets the conversion, or vice versa. Google Analytics shows assisted conversions, so you can see the full pathway to conversion.
Keep in mind that both PPC and SEO require ongoing effort and optimization in order to be effective, so using both strategies gives you the best chance of success.
Holistic Digital Marketing Strategy
SEO and PPC are just two pieces of your digital marketing strategy. Email marketing, social media and, more than ever before, Generative AI optimization (GAIO) also play key roles in supporting your overall growth.
Have questions or want to explore how we can support your digital goals? Reach out to us!
