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How PPC and SEO Work Together

Do your search engine optimization and PPC advertising teams work independently of each other? Unfortunately, that’s the case for too many businesses. Why is it unfortunate when your SEO and PPC teams work in independent silos? It’s because your digital marketing strategy will never be as successful as it could be if your teams joined forces.

To put it bluntly, the best thing you can do to reach your marketing goals and surpass expectations is to combine insights from your organic SEO team with resources from your PPC advertising team. While doing that won’t guarantee your success, it greatly increases the chances that your digital marketing strategy will be successful.

An Explanation of SEO and PPC Advertising

To understand why combining your SEO and PPC efforts is an effective way to increase the odds that your digital marketing strategy will be a success, it’s helpful to understand what search engine optimization and PPC advertising are. To start, SEO is the process through which you attempt to improve your website’s position in search engine results pages with the intent of driving traffic to your website.

SEO involves using targeted keywords in high-quality content to improve where your website lands in organic search results. “Organic” is an important word in the previous sentence because you don’t pay for SEO beyond paying your staff. This means search engine optimization does not include paid ads that often appear at the top of SERPs.

By contrast, pay-per-click or PPC advertising does involve paid ads. PPC is a strategy in which businesses pay for ads on platforms such as Google AdWords, Facebook, Instagram, Pinterest and LinkedIn. The goal of PPC ads is to drive traffic to specific landing pages on your website.

While SEO and PPC are clearly different activities that can be successful on their own, they can yield even greater benefits when you use them together. Here are some of the results that SEO and PPC ads can yield when they work together:

  • Increased organic and paid traffic
  • Increased revenue and conversions
  • Reduced ad spend
  • Richer content that’s more meaningful to your target audience
  • Highly targeted paid ads


Information Sharing

When you combine your SEO and PPC efforts, it facilitates information sharing between your teams. While the goal of both is to draw people to your website, the tactics used in each discipline are different, as you probably inferred from the explanation of SEO and PPC provided earlier.

Even though SEO and PPC can each lead people to your website, you need high-quality content to keep your visitors engaged and on your site. Paid ads have the potential to bring visitors to your website quickly whereas the results you’ll get from search engine optimization will take longer to materialize.

As you wait for your SEO efforts to produce results, you can use your PPC advertising copy to inform your SEO strategy. If certain keywords are performing well in your paid ads, you can use them in your SEO to make your content more appealing and compelling.

Keyword Sharing

When SEO and PPC are done separately, many SEO and PPC professionals don’t share information or data with each other. By having the two work together, your teams will share data as they labor to achieve their respective and shared goals. One of the most important things your teams can share with one another is keywords.

For your PPC ad campaigns and your SEO strategy to be successful, identifying and using the right keywords are essential. While that’s the case, it’s important to understand that PPC and SEO use keywords at different points of the sales process. PPC ads employ keywords to target shoppers who are much closer to making a purchasing decision or converting. SEO uses keywords to present information to consumers who might only be at the start of their purchasing journey.

With more and more people conducting searches with devices like Amazon Alexa and Google Home, it’s even more important for your SEO and PPC teams to work together. As voice search continues to gain in popularity, businesses will need to incorporate a greater number of long-tail keywords into their SEO and PPC. Through collaboration, your SEO and PPC teams can identify the appropriate long-tail keywords that will guide consumers throughout the entire sales process, from start to finish.

Improve Your SEO with PPC Ads on Social Media

PPC ads on social media can target very specific groups of people. Because ads on social media are so highly targeted, the results they produce can greatly enhance your SEO when you combine your PPC and search engine optimization efforts. As technology improves and you’re able to target your paid ads even more, the relationship between SEO and PPC will strengthen and the two will have the ability to produce even better results together.

You Could Be Missing Valuable Clicks

While you may have already developed an understanding about why you should combine your SEO and PPC efforts, we’re going to drive the point home a bit more with some startling numbers provided by Google. When Google examined the manner in which organic and paid search results work together, the search engine discovered that getting rid of the paid ads resulted in an 89 percent drop in clicks.

While that’s certainly eye-opening, there’s more to the story. What happens when your site ends up as the first organic result for a given keyword in a SERP without an accompanying paid ad? According to Google, 50 percent of the clicks you’d normally get on your ad will probably not be replaced by clicks on your organic search result.

What does that mean? It means you can score double the clicks if your site shows up in the first position in an organic search and you have a paid ad on the same page. When your SEO and PPC work together, your goal should be to dominate paid and organic search results, not one or the other, to increase click-throughs to your website.

Contact a Digital Marketing Expert

If you’re looking to partner with a digital marketing agency that uses PPC and SEO together, you should choose Chicago Digital. We’re digital marketing experts who offer search engine optimization services and PPC advertising services. We’re often tasked with using PPC and SEO jointly, which we do to successfully drive traffic to our clients’ websites.

To learn how we can use PPC and SEO to improve the results you’re currently getting, contact Chicago Digital today.

Michael Sallander

Written By

Michael Sallander SVP of Digital Strategy & Co-Founder

How many of us get to say that we grew up to be what we wanted to be when we were young? Well Mike does! After graduating from the University of Illinois, he turned his dream into a reality and co-founded Chicago Digital with Scott Shefler. As the President of Chicago Digital he has done it a... Learn More


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