How do PPC and SEO work together

Pay-per-click (PPC) advertising and search engine optimisation (SEO) are fundamental components of many successful digital marketing strategies. However, these two cornerstones are regularly treated as completely separate entities. All too often, brands view these two approaches as alternatives to one another – mutually exclusive online marketing techniques that work 100% independently of one another.

This is a mistake.

The truth is, if you are working with the right experts who understand how PPC and SEO strategies can be integrated, better results can be achieved. In this guide, we delve into the relationship between PPC and SEO and explain what we do at Click to ensure we create two strategies that combine seamlessly to drive performance.

Does PPC affect SEO?

On the face of it, PPC and SEO do take very distinct approaches. Simply put, PPC relies on paid search advertising, while SEO focuses on achieving totally organic search results. However, when planned well, these two seemingly separate strategies can work together to produce combined results.

While it’s true that PPC doesn’t have a direct impact on SEO rankings, it can indirectly influence your organic search performance. This is because, when you run PPC campaigns your ads are displayed at the top of search engine results pages. By design, this can increase a brand’s overall visibility, leading to higher click-through rates and potentially more visits to your website. Consequently, when users engage with a site via a PPC ad, they might also explore other areas of the site. When this happens, this engagement event can signal to search engines like Google that your website provides valuable and relevant information. Using this data, search engine algorithms may boost the ranking position of certain pages and brand content. In this way, this PPC-generated increased user engagement can indirectly contribute to improved SEO rankings over time.

How can SEO and PPC work together?

Taking advantage of a combined SEO/PPC approach to digital marketing requires considerable industry expertise and experience, as well as time and patience. Below we take a look at some of the various ways SEO and PPC can work together to achieve positive results.

1. Optimised search engine visibility

PPC works to put a brand’s website in the first one or two positions in search engine results for specific keywords. However, to secure these ad spots, you have to pay. By running PPC campaigns for high-value keywords, you can improve your brand’s visibility on the search engine results page. On top of this, by bidding for keywords which your business does not currently rank well for organically, you can cover all bases for your target topic areas.

2. PPC can help identify new keywords for SEO

Keyword research is an important aspect of both SEO and PPC. By setting up ad campaigns in your target areas, you can find valuable insights into the performance of different keywords and phrases. This data can then be analysed to identify new keywords that your business can target through traditional SEO approaches. This dovetailed approach helps to fine-tune your SEO keyword research and overall strategy. This will ultimately allow you to capture a wider range of relevant search terms.

3. Remarketing campaigns for previous site visitors

Remarketing involves displaying targeted ads to users who have previously visited a website but didn’t convert. This approach reminds users of your brand and encourages them to return to your site and, ideally, complete their purchase. In a similar way to how organic performance benefits from increased PPC engagement, engagement that comes from remarketing ads can also positively impact SEO rankings.

4. Increased data for future decision-making

Both PPC and SEO generate a huge amount of useful data. This can relate to everything from user behaviour and conversion rates to overall engagement and keyword performance. Naturally, if you know what to do with this data, it can be greatly beneficial. For example, by analysing this information collectively, you can gain a comprehensive understanding of your target audience’s preferences and habits. In microcosm, this data can inform PPC and SEO strategies in the short and medium term. From a big picture point of view, it can also impact a brand’s overall marketing approach. After all, it enables data-driven decision making and the refinement of tactics to maximise results across the board.

How to combine SEO and PPC

Finding an effective synergy between your SEO and PPC strategies takes time, patience and a lot of expertise. With this in mind, it’s important to note that different combinations of approaches will be required for different brand strategies. After all, no two brands are the same and for this reason it is rare for a boilerplated digital marketing strategy to achieve strong results. That’s why here at Click Consult, we offer fully bespoke SEO and PPC strategies for each of our clients.

That being said, there are a number of basic steps all brands looking to combine their SEO and PPC strategies will need to take. These steps include:

• Keyword synergy: Identify high-performing keywords that serve both SEO and PPC purposes. Remember, PPC insights can be used to refine your SEO target keyword list and vice versa.
• Aligned content strategy: It is important to ensure all PPC ad copy aligns with your SEO-targeted content. Consistent messaging across a site not only enhances user experience but also reinforces your brand’s voice – both factors that contribute to organic performance.
• Bid strategy integration: For maximum synergy, it’s a good idea to adjust PPC bids based on organic SEO rankings. This is to say, if your brand is already ranking well organically for a keyword, consider reducing the PPC bid for that term. To ensure you are always up-to-date with which keywords are ranking well, it’s important for PPC and SEO teams to collaborate well by communicating effectively.

Final thoughts

Ultimately, the combination of PPC and SEO can lead to a more holistic and impactful digital marketing strategy. That’s why, here at Click Consult, we implement a collaborative approach that sees PPC and SEO professionals working together to boost your brand’s visibility, engage users more effectively, and drive overall performance.