How SEO And PPC Work Together?

SEO and PPC are two marketing channels that work together to help businesses succeed online. 

SEO is all about getting your website ranked in Google, Yahoo!, or Bing’s SERPS (search engine results pages) for relevant keywords that people might search for on a given day.

It takes some time, but if done correctly it can be very effective over the long-term.

In contrast, PPC advertising is more focused on driving traffic to your site right now. You’re able to get instant results from this type of campaign by bidding on certain keywords with a budget you’ve set beforehand. 

The best strategy is usually an integration of both SEO and PPC campaigns where they work together in tandem to bring you the most success possible.

Whatever industry or niche you are in, you must have a comprehensive digital marketing strategy including both PPC and SEO services. It’s the only way to stay ahead of your competition.

Increasing SERP coverage

We all know that boosting your SERP coverage is one of the best ways to improve your site’s ranking. But not many people think about using SEO and PPC together, which can increase it even more! Here are some tips on how to do just that.

1] Use different content types

Google pays attention to the content on your site as well as its URL and who owns it, so remember to use a variety of content types. For example, you might have blog posts, ebooks or PDFs, infographics , photos , videos , etc. You should publish them all on  different URLs  on your own site and then link out from those pages and directories and spread links around externally for further boosts. It’s also  important to create different profiles on different social media channels.

2] Use PPC to build links

You should use PPC ads as a method of building backlinks .You can target relevant keywords and include anchor text linking to relevant pages or other sites on your own, which will help pass link juice through the involvement of another site. It’s important that you optimize your ad copy with targeted keyword phrases , so it’s worth using tools like SEMrush  and  to figure out what phrases are being used by your target audience. You can also use AdWords Display Network for an additional source of links.

3] Optimize everything

It may sound obvious, but make sure every page has its title tag  , meta description, header tags , alt image tags and external links filled out to boost ranking.

You should also focus on writing awesome content that’s useful for your readers.

Google rewards awesome content by raising SERP positions, giving you more visibility which will lead to even more organic traffic over time!

It may take a little while for your site to properly rank through the use of SEO and PPC together but it’ll be worth it in the long run.

Remember to keep track of how much you’re spending so you don’t go overboard with the efforts!

Increased brand awareness

The marketing, advertising and promotion landscape is changing. In the past, marketers would get a few magazine ads published every month and maybe a billboard or two to reach their target audience.

Today’s world of marketing has changed dramatically with technology playing a huge role in the way we do business.

With consumers everywhere buried in their smartphones trying to look for ways to save money , if you’re not using SEO and PPC together along with your other online marketing channels you’re going to miss out on a lot of traffic .

For years organic search results have been the best source for consumers who are looking to buy something.

Around 90% of all searches have local intent which makes it clear that people want search results which directly relate to their location .

But it ‘s not just local searches that need to be taken into account when you’re planning your SEO and PPC strategy.

If you advertise using traditional media such as electronic billboards or print ads, it’s vital that you use the same TV advert on YouTube so people can find your videos by searching for them.

SEO can utilise the Paid Search team’s keyword data

Did you know that when your paid search (PPC) campaigns come up in search results, Google will show an ad with the top two lines of text pulled from your website?

You probably already knew this, but what you might not know is that Google also shows which keywords triggered those ads. This means that Paid Search has insight into organic keyword  performance that is otherwise missed.

I recently had a conversation with an SEO Consultant who had become slightly obsessed with organic click-through rate (CTR) data – he was trying to prove the value of his efforts by showing that some keywords were performing better than others.

Now this is fine for trending purposes, but it didn’t explain whether  the keywords were higher value, or whether they had better assisted conversions (B2B website), which is where all the real money comes from for his client.

For many businesses it’s also irrelevant; if Organic CTR is an important KPI then my example consultant should be checking out the Paid Search Keyword report instead!

I thought I’d  share this insight with you because it’s not something I see many people talking about.

As well as using Search Query Reports to check organic search query data, Paid Search will often give you more insight into the value of your keywords (based on assisted conversion data). You can use this information in combination with Organic CTR to work out which keywords are best  to focus on.


As you can see, SEO and PPC are two very different strategies that work well together to help marketers maximize their digital marketing efforts.

Building a successful digital marketing strategy is no small feat. There are many moving parts and it can be overwhelming to keep up with all of the changes that are happening in this industry.

SEO and PPC work together to increase the effectiveness of your marketing strategy. 

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