Subscribe for digital marketing insights
delivered to your inbox weekly!

Are you using SEO and PPC together for a successful marketing strategy?

Many people approach search engine optimization (SEO) and pay-per-click (PPC) as unrelated online marketing strategies. While both methods are distinct, they share a mutual interest to increase the viewership of your company. With Google’s algorithm growing in precision it’s essential that businesses take advantage of both SEO and PPC.

There are multiple ways in which SEO and PPC services can team up to contribute to successful results. Here are the benefits you can obtain from a synchronized marketing approach:

seo and ppc

Visibility

Being visible in commercial searches is essential to driving brand identity. With the combined effort of SEO and PPC, your company gains visibility from both organic searches and paid searches resulting in increased business credibility, boosted traffic, established market presence, and overall brand marketing/awareness.

 

Traffic

SEO typically takes a minimum of 4 to 6 months before you begin to see results. In contrast, PPC advertising offers immediate results that will last through the duration of the campaign, but if paused or stopped, traffic from the ad campaigns stops as well.

Link-building has a huge impact on driving traffic through SEO. Using paid social media ads to target your content towards influencers and bloggers is a shortcut to link-building and is a way to show your content to targeted audiences that may not otherwise see it.

Both organic and paid listings give your users more opportunity to click on your website. By combining SEO and PPC, you can achieve both immediate and long-lasting results.

 

Keyword and Conversion Data

The ultimate goal of SEO and PPC is of course to generate sales and revenue for your company, and the way to do that is by finding suitable keywords to attract potential paying clients.

This is where SEO and PPC can work really well together. Paid search ads (such as Google ads or Bing ads) are the best keyword research tool for SEO. PPC campaigns will tell you exactly what people are typing into search engines, which you can learn from and use to build your SEO strategy. In other words, use your PPC campaigns to test out new keywords continuously and rapidly because they’re far less costly to you in the long-run than optimizing your website for a keyword that no one is looking for.

By using them together, you’ll be improving your short-term return on your PPC ads, as well as your long-term return on your SEO strategy.

 

Awareness

Brand awareness is fundamental to marketing. When differentiating between competing brands, consumers will choose the more familiar. The use of paid and organic results shown together can lead to a higher click-through-rate, and the higher your click-through-rate is, the higher your ads will rank.

Aligning PPC ads with SEO will not only maximize brand awareness but also increase conversions.

 

Dominating the SERP

Because 90% of searchers will not go beyond the first page, dominating the SERP (search engine results page) is critical. By using SEM campaigns, you can secure a spot in the top of the search engine results page.

According to SearchEngineWatch.com, 70% of the space at the top of the SERPs is paid ads.

Further underlining SERP priority, data reveals that the top three organic search results receive 61% of search traffic. The combination of SEO and PPC will increase your presence in the search results. They work together to link paid ads to the landing page of your website. If your site is properly optimized, the user is more likely to explore the content on your website.

 

A/B Testing

A/B testing is a form of two variant hypothesis testing. A common misconception is that A/B testing will have a negative impact on your organic search rankings. However, it is possible to use A/B testing in paid search without jeopardizing your rankings or web traffic. In fact, Google encourages A/B testing if it is geared towards improving user experience. It is an effective way to improve your site’s ability to convert users to clients.

Here's a couple of examples of when you should use A/B testing:

  • If you’re unsure which variation of your ad copy will be the best for your campaign
  • If you’re unsure which variation in a headline, image, or call to action will lead to the best conversion rates

 

Quality Score

When it comes to Google AdWords, improving your quality score is one of the most important objectives. Your quality score not only affects the position of your ad in search rankings but also your keywords’ cost per click. One of the top factors affecting your quality score is the effectiveness of your landing page. Through paid search campaigns and optimized web pages, it is easy to improve your quality score over time.

When SEO and PPC work together, your quality score is sure to improve. With the improved quality score, you are able to maximize your campaign’s return on investment.

seo and ppc

As Google SERPs become more competitive, it is essential that your SEO and PPC strategies are integrated. Google is constantly updating algorithms for both organic and paid searches. The contrasting strengths and weaknesses of SEO and PPC bring unparalleled opportunities for brand awareness and high impact results.

Through retargeting, strong keywords, and brand awareness, SEO and PPC can attract targeted customers to your website. Online advertising offers immediate, temporary results and SEO offers long term, delayed results.

When used together, they are complementary methods. A strong understanding of both is necessary to avoid spending time and money on the wrong approach.

 

Ready to start attracting more customers, boosting conversion rates and increasing profits with an integrated SEO & PPC strategy? Book an intro call with us today to get started.

Fernanda Yee Soto
Fernanda Yee Soto

As our Associate Creative Director, Copy, Fernanda helps shape the voice and narrative of our clients' blogs, social media content, and ad campaigns. She’s always driven to find the perfect word, either in English or Spanish. She’s been working in radio, tv, media, and copywriting for 10 years. She graduated with a bachelor's degree in Communications from the Autonomous University of Baja California.