SEO and PPC: How Do They Tie Together?

SEO and PPC both help you achieve visibility, increase traffic, and meet conversion goals through optimized content and keywords. 

However, while they’re similar in these ways, they’re definitely not the same thing. 

Still, that doesn’t mean that both aren’t valuable. In fact, SEO and PPC actually tie together in quite a few ways, making them both key functions of a successful marketing strategy. 

Keep reading to learn more about the connection between these two marketing strategies. 

Let’s start by talking about SEO. 

SEO, or Search Engine Optimization, works to achieve a position in search engines through the use of keywords throughout the content of the website.

SEO has several ideal techniques and strategies to improve positioning, including the development and creation of content, technical optimization, and creation of titles and links, among others. 

The main function behind SEO is to use analyses to identify weaknesses and then use that data to improve your website’s link and content strategies. 

If you’re doing SEO yourself, it won’t typically cost you anything. That’s why this type of traffic is called organic traffic. It’s traffic that organically finds your site thanks to your efforts rather than traffic you’ve paid for. 

PPC, on the other hand, works a bit differently. 

PCC or Pay Per Click is a technique in which companies run advertising campaigns. These campaigns are most commonly run on Google Ads, but they can also be run on Facebook, Instagram, and other search engines. 

PPC works by having businesses select a budget and objectives. They then create ads and pay a small fee every time someone clicks on their ad. 

Once the budget is met, the ad stops being displayed until the next month when the budget resets. 

One of the advantages of this strategy is that the ads provide immediate traffic. When a particular keyword is searched, that ad displays at the top of the results page. 

As a result, it provides an instant increase in visibility in search engines.

SEO and PPC marketing strategies differ in their objectives and in the way in which they are carried out. However, that’s not to say that they don’t have any connection whatsoever.

Both aim to drive traffic to a website and ultimately convert it into paying customers. 

And, when you use them correctly, you can actually enhance your marketing strategy by implementing both of these at once.

Keywords are the secret to successful marketing campaigns. Good use of keywords shared between PPC and SEO can be a game-changer when it comes to driving traffic to your site. 

For instance, when you use specific keywords with PPC campaigns, you can start driving instant traffic to your site through those keywords. 

At the same time as you’re running those ads and getting the benefit of immediate traffic increases, you can begin working to optimize your site for those keywords organically. The PPC campaign helps fill in the gaps while you gain traction for the keywords organically. 

The result is that you wind up displaying your site for that keyword no matter what. 

And once you do gain traction for those keywords organically, you can stop running PPC ads or reduce your budget. 

Just remember that this strategy involves a lot of keyword research. You need to make sure that you’re making smart use of the right types of keywords for targeting your audience. 

Another way that you can use both SEO and PPC together is through landing page optimization. 

Landing pages are typically connected to ads, so that when a user clicks on an ad they’re taken to a sales-driven page that encourages them to make a purchase. 

However, just because it’s primarily used for ads, doesn’t mean that you can’t organically optimize it too. 

By organically optimizing your landing pages, you can increase the chances that users will find that page and ultimately convert to paying customers. 

There are lots of tools out there, both for SEO and for PPC. While each type of tool has its advantage, many people make the mistake of using one or the other. 

However, where you can really get ahead of the game is to mix and match these tools. 

For example, by using keyword research tools from Google Ads, you can actually boost your understanding of overall keywords, who’s ranking, and who’s paying in the marketplace. That can give you a powerful weapon that you can use in your organic campaigns. 

Likewise, you can take data about organic keywords and traffic to see where your PPC campaigns can really excel. 

By using tools to their full capability, you can widen the amount of data available to you for creating solid PPC and SEO campaigns. 

This point goes hand in hand with tool sharing. You see, once you begin analyzing both paid and organic keywords, you can start to identify keywords you didn’t have before. 

This can unlock hidden keywords that provide new targeting opportunities, both organically and for paid traffic. 

It can also give you insights as to why your organic or paid content just isn’t working and how you can tweak them. 

One thing that many PPC platforms provide that a lot of SEO tools don’t provide is insights into your audience.

PPC platforms allow for very specific demographics targeting, enabling you to get valuable data as to who looks at and is interested in your site. 

Although it takes a bit of trial and error to find out exactly who is looking at what your site has to offer, this can be an incredibly valuable tool that can translate to SEO. 

You see, when you have these types of insights into your audience, you can use them to tailor your website’s organic content. This helps you build a strategy that makes you more likely to convert users into paying customers. 

Both SEO and PPC are powerful tools for growing your business. 

While SEO takes time to start working, PPC provides immediate results that can put your company on the map. 

Using a strategic combination of these tools is a great way for you to improve your business’s rankings and make your company more visible. 

Are you ready to get started with a marketing strategy that works? Get in touch with us and put your business on the map today.