How to Combine SEO and PPC for Better Results

With consumers spending even more and more time using the internet to find what they are looking for businesses face the challenge of standing out among the competition in search engine results. Often times, businesses are unsure which route to go. The organic, search engine optimization (SEO) and pay-per-click advertising route and to be honest, the answer is going to depend on the business, finances, and ultimately goals.

With that being said, when the two are combined strategically, it can significantly impact the impact. This blog post will guide you on how to strike the perfect balance between SEO and PPC to maximize your online presence and drive more targeted traffic to your website.

Understanding SEO and PPC

Before diving into the integration of SEO and PPC, it’s crucial to understand the fundamental differences between the two.

  • SEO: Search engine optimization is the process of optimizing your website and its content to rank higher in organic search engine results. It involves various techniques, such as keyword research, on-page optimization, quality content creation, link building, and more. SEO is a long-term strategy that aims to improve your website’s visibility over time, ultimately leading to increased organic traffic.
  • PPC: Pay-per-click advertising, on the other hand, is a paid advertising model where businesses bid on keywords to display their ads at the top of search engine results pages (SERPs). Advertisers pay a fee each time their ad is clicked. PPC provides instant visibility and immediate results, allowing businesses to drive targeted traffic to their website.

Combining SEO and PPC for Success

When used together, this strategy can become a well-oiled lead machine for your business. Some of the general practices are similar, keyword research, conversion rate optimization-based design based on user intent, experience, website speed, etc. 

  • Keyword Research: Begin by conducting thorough keyword research to identify relevant keywords for your business. SEO focuses on optimizing your website for these keywords, while PPC utilizes them to create targeted ad campaigns. By aligning your SEO and PPC efforts, you can ensure consistent messaging across both channels and maximize your chances of capturing relevant traffic. Keep in mind the user’s search intent, for example: how do I clean my carpets will draw in a different client than someone who is searching specifically for carpet cleaners. You can use Google’s Keyword Planner to plan out the keywords, understand the cost per click, and estimate search volume to give you an idea of budgets.
  • Analyzing PPC data, such as click-through rates (CTR), conversion rates, and keyword performance, can help you identify high-performing keywords to target in your SEO strategy. Similarly, SEO data can inform your PPC campaigns, allowing you to optimize your ad copy, landing pages, and targeting based on organic search data. This is the biggest win we’ve seen for clients. As we’re building out SEO campaigns, we see a variety of potential keywords that are converting and can build out specific paid ad campaigns that we may not have otherwise created.

While PPC provides immediate visibility, SEO builds the foundation for long-term organic growth. By optimizing your website’s content, meta tags, and URLs, you can improve its visibility in organic search results. Target keywords that perform well in PPC campaigns and create high-quality content around them to increase your chances of ranking organically. This synergy between SEO and PPC can lead to higher click-through rates and better overall visibility. But keep in mind, both of them won’t come without work, optimizations, and time but there is no better time to get started!

If you’re budget-restricted but need clients fast, PPC may be a better option. However, when possible a combination of both PPC and SEO is the best long-term strategy for clients. We offer customized packages like this for our clients, with guaranteed results, however, you can still DIY. Just keep in mind that not all strategies are created equal and you can harm your website rankings if not done properly. So remember to conduct thorough keyword research, share data between the two channels, enhance organic visibility, perform A/B testing, and leverage remarketing opportunities.

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