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SEO (search engine optimization) is often referred to as a marathon, whereas PPC (pay-per-click) is referred to as a sprint. It is time to shift this mindset and recognise that marketing is a triathlon. Each stage of the marketing race is distinct and necessitates a different set of strategies.

What is the distinction between SEO and PPC? SEO is fundamentally about optimizing content to rank higher in Google and offering a better user experience.

The greater your content ranks, the more probable it is that users will click on it. PPC, on the other hand, is all about generating traffic to the relevant page as quickly as possible by writing convincing ad copy.

Earning the number one spot in Google for SEO or PPC necessitates a lot of work

A significant difference between the two fields of study is that a click on an organic listing is free, although PPC clicks are not. When these two tactics work together, businesses see improved results, dominate SERPs, and boost ROI.


Let’s look at how SEO and PPC work together, as well as some best practices for combining them.

What exactly is SEO?

If you’re not familiar with search engine optimization, or SEO, here’s a quick primer. SEO is the process of improving a website so that it ranks higher in searches for specific phrases or keywords.

Example: Company that wants to boost its website’s ranking for “camera bags” might write rich product information that contain this phrase, re – write its title tags and meta descriptions to incorporate this text, speed up its website so it loads quickly, and obtain links from camera-related websites. These are only a few instances of how a site’s SEO can be improved.

What exactly is PPC?

PPC, or pay-per-click advertising, refers to the advertisements that appear at the top and sides of Google, Bing, and Yahoo! searches (among other search engines or social media networks).

The term “pay-per-click” refers to the fact that the companies that place them only pay for the ads when they are clicked; otherwise, they pay nothing.

PPC ads are typically an inexpensive way to acquire new customers. The cost of bidding on specific words and phrases, on the other hand, varies according to top PPC experts.

Some keywords may be very inexpensive, while others may cost hundreds of dollars per click due to high competition.

Does SEO influence PPC, or vice versa?

One of the first questions newcomers to PPC or SEO have is, “Can my PPC ads influence my site’s SEO?” or “Will my SEO have an impact on my PPC ads?”

Technically, the response is still no PPC ads cannot actually impact your site’s standings, and your ads cannot actually impact your site’s ranking. Check out our page on how PPC can impact SEO for a more detailed answer.

That said, there are some ways that SEO and PPC can complement each other to improve your overall marketing strategy.

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Even though having PPC ads has no SEO benefits, there are other advantages that can adversely influence how well your website needs to perform.

How can SEO and PPC complement each other to improve your website?

Let’s look at a few ways to get SEO and PPC working together to enhance your website, bring in more leads, and raise profits according to top PPC agencies near me.

SEO plus PPC equals enhanced search engine visibility. As you are probably aware, optimizing your website with SEO increases your chances of order to rank on the first page, or even the #1 position, for one or more search terms that you are targeting.

Furthermore, by bidding high enough on PPC ads for that same keyword, your ad will appear alongside the top of the results page whenever anyone searches for that keyword.

When you perform both of these things for that specific keyword—optimize your website and buy PPC advertising—you ensure that your brand continues to dominate the search terms and has a better chance of obtaining those useful clicks.

PPC allows you to recover lost search engine clicks.

You might believe that if your brand has been ranking #1 Naturally (that is, innately on search engines), you are not required to invest in a PPC ad for the same keyword. What’s the point of showing up on the exact page twice?

When you perform both of these things for that specific keyword—optimize your website and buy PPC advertising—you ensure that your brand continues to dominate the search terms and has a greater chance of obtaining those useful clicks.

Research and Data on Keywords require PPC and SEO to come together again

To perform the required optimizations and A/B tests, SEO and PPC both need a lot of data. Both strategies allow you to transfer data between the channels.

PPC provides a fantastic testing ground to quickly assess keywords and see how they undertake in ad copy with your target audience. The highest performing keywords can then be added to your organic content to ensure long-term success.

Similar to how you can confidently launch new paid campaigns using your SEO data. You can find out what search terms and queries people are using to find your website through SEO. Then, you can use similar language in your advertising copy to grab more attention

Helps in remarketing

53% of all website traffic, as already mentioned, originates from organic search, and 27% comes from paid search.

So, is SEO preferable to PPC? Wait a minute. A user who visits your website might convert by making a purchase or clicking on the desired action.

If not, SEO is ineffective at bringing those users back to your website. They might vanish forever or decide that a rival site is more interesting.

PPC shines the brightest in this situation. Marketers can retarget customers who have previously visited a website using paid search.

Compared to standard PPC ads, this tactic has a much associated With high level (click-through rate). Due to the fact that you currently know they are involved, you can encourage those users to return to your website.


You can recover the lost web search clicks with PPC.

You may presume that if your brand has consistently ranked #1 organically (that is, naturally on search engines), you are not obligated to buy a PPC ad for the same keyword. What’s the point of appearing on the same page twice?

Search engine optimization frequently necessitates a substantial amount of research, and money.

There may be instances when you consider targeting a particular keyword with your Seo techniques but are unsure if it will be worthwhile. PPC is one method for “testing” the viability of a keyword for SEO.

Merely choose a keyword that you believe you have a good chance of ranking high for and should be capable of converting for (that is, one that is extremely relevant to your products or services) and spend money on PPC advertising for it.

Keep an eye on the outcomes for a while to observe how your webpage performs. If you do well, it may be a sign that you should start optimizing your site for it as well.

PPC and SEO provide more information for more informed decision-making.

Eventually, one way SEO and PPC can collaborate to your advantage is by providing you with such a large source of data for decision-making activities. You can look at similar performance measures from your SEO and PPC campaigns, such as:

  • Rate of clickthrough
  • Exit and bounce rates
  • Time spent on-site
  • Rate of conversion

This allows you to determine which keywords are most effective in generating sales, or which are bringing visitors to your site who are unlikely to make a purchase or become a lead. This will allow you to make more informed decisions about your marketing and future website changes.

True, you can get this information from PPC or SEO individually. Even so, by combining PPC and SEO, you can obtain double the data, allowing you to make even better decisions.

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Need assistance developing a cohesive SEO and PPC marketing strategy?

Are you unfamiliar with SEO, PPC, or both? Looking for assistance in integrating the two into a cohesive digital marketing strategy?

PPC agencies near me can assist! Our experts have many years of expertise trying to combine PPC and SEO to produce real outcomes for your business as a strong digital marketing agency.