Using SEO and PPC Together: A Winning Strategy for Business Growth

June 11, 2023

Karl Finnbogason

Karl has been working in the marketing industry for the past 10 years and has worked with some of the largest businesses in the world

In digital marketing, discussions, and debates often arise regarding the merits of PPC (Pay Per Click) and organic SEO. Bloggers and marketers frequently express their preferences, sometimes even advising against one method in favor of the other. However, rather than pitting them against each other, exploring how the combination of PPC and SEO can yield exponentially greater results for your brand is far more valuable.

Here’s a guide on harnessing the power of SEO and PPC together to propel your business to new heights.

A Brief Refresher: PPC vs. SEO

Before delving into the benefits of their collaboration, let’s briefly recap the similarities and differences between PPC and SEO. Both strategies are effective digital marketing tactics, but there are key factors that set them apart.

PPC involves advertisers working directly with search engines or social media platforms like Google or Instagram to display targeted ads to specific audiences. Advertisers only pay when someone clicks on their ad. PPC encompasses search and display advertising, remarketing, and other elements that deliver immediate results.

One of the primary advantages of PPC is the direct control it provides. Advertisers can set bid amounts, define audiences, and craft and modify ad copy. When a PPC campaign is launched, Google promptly displays the ads, resulting in a potential boost in site traffic almost instantly.

On the other hand, SEO (Search Engine Optimization) refers to a set of techniques that enhance a website’s performance. It encompasses three categories:

Technical SEO: This focuses on optimizing various technical aspects of a website, such as mobile-friendliness, site speed, security, linking structure, and crawlability.

On-Site SEO: This involves optimizing website pages to improve their rankings on search engine results pages (SERPs). It includes creating informative, problem-solving content for the target audience.

Off-Site SEO: This encompasses activities conducted outside the website to enhance its performance. Building a strong backlink profile is a significant aspect of off-site SEO, as it boosts a site’s reputation and demonstrates authority to search engines.

While PPC is a form of paid advertising, SEO aims to improve a site’s performance organically. PPC delivers immediate results that cease when the campaign ends, while SEO takes time to make a substantial impact. However, organic results often enjoy higher click-through rates (CTRs) compared to PPC results on the same search results page.

Choosing between organic and paid search depends on various factors, such as the state of your business, goals, and desired timeline. Nonetheless, combining both methods can yield exceptional outcomes compared to relying solely on one approach.

How PPC and SEO Work Together

To achieve optimal results, investing heavily in PPC and SEO over the long term is unnecessary. However, strategically integrating elements of both strategies can produce significantly better outcomes than using either one in isolation. Here are five ways to leverage the synergy between PPC and SEO to maximize their effectiveness:

Use PPC for Immediate Visibility While SEO Ramps Up: Although SEO remains a vital and effective long-term strategy, it often takes time to generate results. If you can’t afford to wait, starting with PPC and SEO simultaneously is the way to go. While your SEO campaign gains traction over several months, PPC can provide immediate visibility on SERPs for your key business-related keywords, driving instant traffic. As your SEO efforts yield exponential results, you can gradually scale back your PPC spend or redirect it toward new keywords.

PPC as a Valuable Testing Ground for SEO Keywords: To optimize your SEO campaign’s efficiency, it’s crucial to identify target keywords early on and stick with them until you achieve desirable Key Performance Indicators (KPIs). Use Google Ads to test their performance before committing to specific keywords in your organic SEO efforts. Additionally, leverage Google Ads to experiment with different landing pages and ad copy, aiming to discover the winning formula that enhances your CTRs, site traffic, and conversions.

Analytics Insights for Landing Page Optimization and Ad Spend: In-depth understanding of user behavior and customer journeys is paramount to optimizing your site for SEO success. Successful SEO campaigns rely heavily on data collected from Google Ads and Google Analytics 4. With Google Analytics 4’s advanced tools, digital marketers gain unprecedented insights into user acquisition, engagement, retention, and other metrics. Combining GA4 insights with targeted data from Google Ads lets you gain clarity on user behavior and make informed decisions. As your organic search campaign yields results for specific keywords, you can adjust your PPC spend accordingly, reallocating resources to new or underperforming segments. This continuous optimization helps maximize your Return on Ad Spend (ROAS) and prevents overspending on keywords where your organic SEO efforts are already effective.

Amplify Brand Presence: By combining PPC and SEO, you can expand your brand’s online visibility and establish a stronger presence. PPC campaigns can target specific keywords that are challenging to rank for organically, ensuring your brand appears prominently on SERPs. Simultaneously, SEO efforts focus on enhancing your site’s overall authority, optimizing pages with relevant keywords and valuable content. Together, PPC and SEO work synergistically to strengthen your brand’s online presence and increase its visibility among the target audience.

Comprehensive Keyword Research: Effective keyword research is a crucial aspect of both PPC and SEO. Combining these efforts allows you to comprehensively understand your target audience’s search behavior and preferences. PPC campaigns provide valuable insights into specific keywords’ performance and conversion rates, which can inform your organic SEO strategy. Leveraging the data obtained from PPC campaigns can help you refine your keyword targeting and create high-quality content that resonates with your audience’s interests and search intent.

Final Thoughts:

You can capitalize on their strengths by integrating PPC and SEO strategies and unlock their combined potential. This collaborative approach enables you to achieve long-term organic growth while reaping the immediate benefits of targeted advertising. Remember, the key is to adapt and refine your strategies based on ongoing analysis and optimization, harnessing the power of PPC and SEO to drive your business to new heights.