Can SEO and PPC Work Together? 9 Ways to Boost Your Business


Imagine that you are throwing a party. You cook, clean, and decorate your house. Finally, you put the music on and wait for your guests, but no one arrives. Why? Simply because they don’t know you are throwing a party, your message, whether sent through a friend or any other channel, did not reach the target guests. The generation of website traffic, which is vital for the growth of an online business, is very similar to this scenario. Unless your target audience knows that you have a website, they cannot bring you traffic. Search Engine Optimization (SEO) and Pay-per-click (PPC) are powerful strategies that can help your business achieve online visibility in Search Engine Results Pages (SERPs), reach your target audience, and amplify website traffic. It doesn’t matter if your content or product is high quality or if your website is aesthetically beautiful; your business will not scale to its full potential if it is not generating traffic. This article provides a complete overview of SEO and PPC and nine ways to improve your site’s visibility. 

What is SEO?

SEO is the practice of modifying your website to improve its ranking in search engine results and boost the quantity and quality of traffic. SEO can enhance the visibility and credibility of your website through a combination of on-page, off-page, and technical optimization, such as keyword research, link building, backlinking, and website structure. 

What is PPC?

PPC is a form of digital advertising where advertisers pay a fee each time their ads are clicked. It involves search engines displaying your advertisement to users searching certain keywords and generating quality leads for your business. This paid advertising model allows you to create text, display, and video ads to appear on websites, search engines, social media platforms, and other online channels. Google Ads, Bing, Facebook (Meta), and LinkedIn are some of the most common PPC advertising platforms.  

How Does SEO Affect PPC

SEO can affect PPC in several ways. These include:

1. Improves Conversion Rate

PPC relies on keyword research to determine the keywords and phrases targeting advertisements. By using SEO, you can align the content of the ad campaign, such as headlines, descriptions, and images, with keywords and generate organic traffic. Furthermore, a comprehensive and coordinated digital marketing strategy using SEO and PPC can drastically improve your PPC Return on Investment (ROI).    

2. Increases Brand Value 

Organic search results tend to be seen as more trustworthy than paid ads. A strong SEO strategy can increase brand credibility, and this, in turn, improves the performance of PPC campaigns. It helps build brand value and can convert the audience you bring through PPC into repeat customers. 

3. Decreases Reliance on Ads  

Increased competition for keywords can drive up the cost of PPC ads, making it more expensive for businesses to bid on and appear at the top of SERPs. However, good SEO practices boost the site’s ranking in organic search results, increasing brand visibility and reducing the Cost Per Click (CPC) of paid advertising.  

4. Improves User Experience  

Enhanced user experience can lead to a higher conversion rate and a better ROI for PPC campaigns. Good SEO practices—optimized websites, great content, internal links, and backlinks—allow the audience to learn more about your brand and make them revisit your business.     

5. Enhances Brand Awareness

PPC is a short-term strategy to increase website traffic, while SEO is a long-term strategy. Using SEO and PPC together can enhance your brand’s online presence in the long run. A strong SEO strategy creates a better customer experience and increases credibility and trust in your brand, helping to improve the performance of PPC campaigns. 

How Can You Make SEO and PPC Work Together?

Now that you know how SEO and PPC complement each other, here are some steps that you can use to improve your site’s visibility: 

1. Maximizing SERP Coverage

SEO and PPC aim to maximize SERP coverage and increase the site’s visibility across various search engine results pages. You can maximize SERP coverage by optimizing the website and its content, creating content with relevant keywords, building backlinks from relevant websites, and using structured data.  

2. Keyword Research

Conduct thorough keyword research to analyze what your target audience is interested in and identify applicable keywords to target. Using the same keywords for both your SEO and PPC strategy is a great way to create well-rounded campaigns.

3. Brand Awareness

Brand awareness can have a significant influence on customers’ purchasing decisions. When consumers are familiar with a brand, they are more likely to prioritize it for making a purchase and to recommend it to others. SEO and PPC can be used to build brand awareness by applying strategies such as link-building, using long-tail keywords, and advertising on various platforms. 

4. Search Term Performance

Search term performance measures a website’s performance in terms of traffic, leads, and sales through SEO and PPC advertising efforts. You can measure search term performance through search traffic, keyword rankings, and conversion rates. It is an effective practice to track and analyze a website’s visibility and ranking and identify areas for improvement.  

5. Competitor Data

Track your competitors’ marketing efforts regularly to modify your SEO and PPC campaigns. This data can provide valuable insights into the strategies and trends being used by your competition so that you can strategize, avoid potential risks, and capitalize on opportunities.     

6. Opportunity for Remarketing

Remarketing shows PPC ads to audiences who previously visited your website and keeps a business fresh in the minds of your visitors. By combining SEO and PPC strategies, you can increase the overall effectiveness of your marketing and ROI.   

7. Tool Sharing

Popular tools, such as Google Analytics, SEMrush, Google Search Console, Google Ads, Ahrefs, and Facebook Ads, can be used for both SEO and PPC. By sharing these tools, you can understand your marketing campaigns, make data-driven decisions, and improve your strategies.  

8. Boost Sales Quickly

PPC can boost sales in a short time, and SEO can ensure brand trust and customer retention. By combining SEO and PPC campaigns, you can create a comprehensive, effective strategy that boosts sales, drives traffic, generates leads, and increases sales in the long run. 

9. ROAS

Return on Ad Spend (ROAS) measures the efficiency of your digital advertising campaigns and helps you evaluate which methods work and which don’t. Tracking ROAS can help optimize and enhance PPC and SEO strategies, data-driven decisions, and ad campaigns. 

Take Your Marketing Learning to the Next Level with Emeritus

SEO and PPC complement each other and work well together. Combining both these strategies can make a significant impact on the overall performance of a website. If you want to learn more about increasing brand awareness, explore these digital marketing courses offered by Emeritus. 

About the Author

Writer, Emeritus Blog
Krati is a Senior Content Executive contributing to the Emeritus Blog. She brings a diverse range of skills and expertise to the table and over 7 years of experience in digital media, enabling her to create high-quality, engaging content for the digital space. Having studied both journalism and engineering, she is the team’s go-to writer for stories about technology. When she is not busy crafting great content, Krati is usually engrossed in a good book, blogging about K-dramas, or fangirling over BTS like there’s no tomorrow!

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