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Why PPC & SEO are complementary
Search Engine Marketing

Why SEO & PPC are Complementary

Let’s take a look at five ways to make SEO and PPC work together to improve your website, generate leads, and increase your income. As shown above, combining SEO and PPC into one overall marketing strategy is a great way to increase your traffic and conversion rates. With PPC collecting what SEO has lost in terms of link clicks, and PPC delivering immediate results for which keywords, titles, meta-titles, and content work, the chances of a more successful SEO campaign increase. This benefit should be taken for granted, but just in case, SEO and PPC working together can help increase your SERP presence.   

In fact, however, research done by Google itself has shown that the two work together. Numerous studies have shown that SEO affects the number of clicks your PPC ads receive. While PPC ads offer no SEO benefits, there are other benefits that can indirectly impact your site’s performance. 

PPC and SEO in general try to grow your company’s audience, but it can be quite difficult for a small business to effectively combine all of these approaches. However, because PPC campaigns deliver immediate results, advertisers can collect keywords that have proven to be profitable and pass that information on to SEO teams to optimize pages for more visibility and more traffic. Using keyword information in PPC campaigns can help SEO professionals understand the types of terms users are looking for to find company pages. Instead of waiting for SEO data to spread, marketers can use PPC data to make the necessary adjustments to SEO campaigns.    

Then, when SEO results begin to appear, this information can be returned to PPC advertisers to improve the performance of their promotions. PPC is a strategy whereby companies only pay for ads when users click on a link to their landing page. The website owner must make this strategy a success by generating relevant traffic that will convert. You can combine SEO with a PPC form called remarketing to bring those visitors back to your site for a purchase or conversion at a later time.    

If paid search ads are shown returning to local listings, marketers can double the number of search engine result pages (SERPs) on their sites, and SEO teams can continue to build on this to help rank content on their sites. Organic text results. By combining PPC and SEO, organizations can more effectively drive leads to their site and encourage consumer interaction. PPC and SEO rely heavily on keyword optimization to stand out for similar searches. For SEO professionals, this means identifying groups of related keywords and writing useful content related to those phrases, designed to attract some of the traffic that previously went through contextual advertising.   

Finally, one way SEO and PPC work together to your advantage is to provide you with a great source of data for decision making. If you’re running PPC campaigns, you can speed up your search process by exporting search terms reports and sharing them with your SEO team to see which keywords are driving the most conversions. The data you collect from these campaigns can reveal details about your target audience and help refine your overall SEO strategy.    

If you have basic knowledge of SEO, PPC can help you develop this strategy by increasing visibility and generating leads based on your target audience. As your long-term organic keyword strategy develops, check the conversion rate of the words you want to rank in your PPC ad. Determine which organic and PPC keywords have the highest conversion rates, and use this information to optimize your overall strategy. By determining which PPC ads generate the most conversions, you will have a good understanding of how to create title tags, meta descriptions, and content for pages that you want to rank organically.    

The advantage of using PPC ads to validate page attributes is the responsiveness of the results. With PPC, you can see results almost immediately if you know how to measure the success of your campaign. It may take months for your pages to climb in the SERPs, but it’s important not to get discouraged too early.    

Many companies with strong SEO strategies have experienced exponential growth in performance. The integration of SEO and PPC provides many potential benefits, including increased organic traffic, increased paid clicks, reduced advertising expenditures, and increased profits. However, SEO and PPC can work together to improve your overall marketing plan in many ways.    

SEO and PPC can work hand in hand because you need landing pages for your pay per click ad campaigns and you need high quality content for your main keywords. If you can create great SEO content and set it up as a relevant landing page for your PPC ad campaigns, you can focus on driving as much traffic to your website as possible for your main keywords. Plus, you want to create the highest quality content on your website to improve organic search traffic.    

This is why you understand digital marketing and most importantly, how to use SEO to increase organic traffic and PPC to increase paid traffic. Somehow we’ve created a mindset that the two are separate, but the fact is, digital marketing strategies are most successful when they work together. It’s no longer about SEO vs. PPC: It’s about building a holistic approach to search marketing, increasing your competitive advantage through the most effective channels, and reaching your target customers exactly when (and how) they are looking for you. We believe in a holistic approach to digital marketing, focusing on the combination of search engine optimization (SEO) and pay-per-click advertising (PPC).   

SEO uses on-page optimization, including editing metadata and keywords in the content, so that search engines can crawl a site and rank it based on relevance. For example, the keywords that users are searching for and the quality of your landing page can affect the performance of your campaigns.    

Therefore, it should come as no surprise that they can be used in tandem for incredible results; conversely, if there is no communication between the two teams, very confusing puzzles can arise. One of the many benefits worth mentioning at the top of the list is the keyword data exchanged between SEO and PPC marketing campaigns. Running both campaigns at the same time will give you double the data to analyze, ultimately determine which keywords have the highest conversion rates and where, and incorporate that information into your overall strategy.   

If you run a longer test, you can also see how the demand for certain keywords fluctuates from month to month, which will help you and the SEO team set more accurate expectations. You can also test your PPC keyword strategy before embarking on a long-term SEO strategy, and you can A/B test your ad copy and landing pages to determine the most successful ads. You will be able to test new keywords, titles or meta descriptions, -title or -data in your PPC campaigns to determine which is successful, and use it in your SEO campaigns to increase your organic ranking and organic traffic.    

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