SEO and PPC, a fierce rivalry between marketing departments for many years. Both are inbound marketing strategies and whilst many think the two are completely different they are actually closely linked. Whether you want to boost traffic or generate more leads, using both together can help you reach your goals much more efficiently. So how do SEO and PPC work together? Let’s explore.
Before we get into how SEO and PPC work together let’s quickly recap on what SEO & PPC are if you are unfamiliar.
What Is SEO?
Before we get into how SEO and PPC work together let’s quickly recap on what SEO & PPC are if you are unfamiliar.
SEO stands for search engine optimisation. SEO refers to the ability of optimising your website to rank in organic search, also known as the unpaid search results. The process of SEO involves a combination of on-page, off-page, and technical factors in order to optimise your website for search engines. Factors such as link building, keyword research and website speed all contribute to SEO.
What is PPC?
Pay-per-click (PPC) on the other hand is a short-term strategy that increases web traffic through the use of paid advertisement. PPC ads are commonly displayed in search engine results pages and on websites that have partnered with ad networks. Advertisers bid on specific keywords or phrases that are relevant to their target audience, and their ads are displayed to users who search for those keywords. Advertisers set a budget for what they want to spend and only use this budget when a user clicks on their advertisement.
What Are The Differences Between SEO & PPC?
The main difference between the two marketing channels is that SEO obtains traffic through organic search whereas PPC obtains traffic through paid advertisements. With SEO, you don’t pay a penny for clicks received. PPC on the other hand requires the user to pay for every click their ad receives from the search results.
SEO is often likened to a marathon because it typically requires significant time and effort to be implemented and executed effectively. Results don’t come within a matter of days, algorithms constantly change and regular optimisation is required to stay ahead of competitors. In order to achieve good results from SEO you need to have patience and put in the time and effort.
It’s not possible to pay to rank at the top of organic search as SEO is not a form of advertising. You need to show Google why you deserve to take that top spot by providing quality and valuable content. Clicks obtained through SEO are not charged, and there is no specific timeframe for SEO to show results. Typically, it may take around 6-12 months to witness an increase in traffic and results.
Unlike SEO, PPC provides instant results. As soon as you have created your ads and published them, you can start generating clicks within a matter of minutes. Instead of competing for the top spot in organic search, the competition shifts to securing the highest rank in sponsored search results, appearing above the organic results for the chosen keywords.
7 Ways SEO & PPC Can Work Together
1. PPC Can Provide Insights for SEO Campaigns
Getting results from an SEO campaign can a while. It may take a few months before you can determine which keywords are producing results or if your headings and descriptions are effectively engaging. PPC ads can help identify which keywords and phrases are driving the most traffic to a website as the results kick in after a few days.
You can test which ad copies and landing pages are generating the highest click-through rates and use this to fuel your SEO campaigns. The insights you obtain from PPC can help you write better content that meets your audiences’ search intent.
2. Conquer The Search Results
According to Backlinko, the #1 result in Google gets approximately 32% of all clicks. Even if you are ranking at position 1 in the organic search results, users may be enticed to click on the first sponsored result which appears above the organic rankings.
Therefore, ranking first in both organic and paid results gives you more control over the results page and essentially doubles your chances of earning a click. When a user sees your website appearing twice, it increases the perception of your authority and is more likely to prompt them to visit your website.
3. Bringing The Best Out of Each Other
A solid PPC ad copy can often suffer if the landing page it’s directed to is mediocre. Although you may have crafted an exciting advertisement that entices people to visit your website, the actual experience can be disappointing if the site is slow, poorly designed, and lacks overall user satisfaction. A nightmare for any user.
To make matters worse, your site may not match the user intent and you’ll slowly see your ad budget drain without any valuable leads.
This is where SEO comes to the rescue. In order to run a successful PPC campaign, you need to have a high-quality website. Not only can this make your ads appear higher in the sponsored results but users will be more enticed to stay and browse your site.
Suppose you’re running a PPC campaign promoting Sahara Desert tours and seeking to generate more leads through inquiries or form fill-outs. In that case, it’s better to direct users to a lead capture form page instead of solely relying on your homepage or about pages. Using SEO to make your landing page the best it can be can help you achieve this much faster.
4. Keyword Research
Keyword research is important for both SEO and PPC as it allows you to identify which sort of queries your target audience is searching for. Targeting words that can be implemented across both SEO and PPC campaigns can increase your SERP visibility and make your campaigns more versatile.
Keyword tools such as Moz, Ahrefs, and Ubersuggest provide you with valuable insights for both SEO and PPC purposes for every keyword. This enables you to determine if you want to use specific keywords for both campaigns.
5. Remarketing
Your website may be performing well and ranking high in organic search due to your SEO efforts. However, it does not necessarily mean that your visitors are ready to make a purchase or convert.
It may take some time for visitors to make up their mind. People like to browse, weigh up the financial aspects or simply take a few days to think things over. On the other hand, some visitors may leave your site and never return, causing you to lose a potential customer.
Remarketing with advertisements refreshes the visitor’s memory and brings your brand back to the spotlight. However, this time they may be ready to make a purchase or a conversion. Remarketing with PPC can help you collect leads that you may not have achieved before with just SEO alone.
6. Competitor Research
When carrying out an SEO or PPC campaign it is essential to understand how your competitors are operating in the search results.
Using both SEO and PPC can give you insights as to what keywords your competitors are targetting and where they are allocating their budgets. By utilising both methods, you gain more insights compared to relying on just one. Competitors adjust their strategies over time and start to target new words, so it’s important to stay in the loop and see how they are operating.
Through monitoring, you can identify keyword opportunities that competitors may have missed and take advantage of this.
7. Increase Brand Confidence & Awareness
Having a website that ranks high in both organic and paid results makes you look reputable to audiences. They are more likely to perceive you as a prominent player and a trustworthy brand.
Organisations that very rarely appear in search results can make audiences wary – they may be less inclined to do business with a company that doesn’t appear to be “well known”.
How to Combine SEO & PPC Together For Maximum Results
Linking Google Ads to Google Search Console can allow you to get cross-platform insights to see how keywords are performing for both SEO and PPC.
To enable this, head to Google Ads and go to:
Tools & Settings > Setup > Linked Accounts > Search Console > Details
Continue to link your site and you’ll have insights for both your SEO and PPC campaigns.
By utilising both reports, you can identify effective ad copies and apply their titles and descriptions to your web pages and vice versa. This approach can help you save money, boost your rankings, and save a significant amount of time.
Summary: How SEO & PPC Can Work Together
Both SEO and PPC offer their own unique advantages. Using both can help you conquer the search results and increase brand coverage. If you’re serious about increasing brand awareness and growing your website, using both together can have a significant impact on website performance.
