7 Easy Ways to Make SEO and PPC Work Together


Search engine optimization (SEO) and pay-per-click (PPC) advertising are two strategies that business owners use to gain more traffic and leads from their websites.

Each strategy can produce results on its own; however, when SEO and PPC are used together, the results can be dramatic. Keep reading to find out how to use these strategies for your business.

To be able to use both and get the desired outcome, you have to know some basic fundamentals about how SEO and PPC can work together. Let’s review the basics. 

SEO is the process of optimizing your website to increase the chances of ranking higher on search engines’ organic search results. 

PPC is a form of online advertising where an ad is placed in the organic search results, or on popular websites. Advertisers pay a fee each time an ad is clicked.

Avoid Keyword Traps

Keywords are generally regarded as the key to SEO success. However, users should be cautious when using them.

There are subtle differences in how each keyword interacts with one another. When left unchecked, they can come across a totally different message than what is initially intended.

There are seemingly similar keyword title usages that can be quite confusing if left uninspected. For example, the topic “How to Clean White Sneakers” has a different need from “Where to Buy White Sneakers”.

How can this type of miscommunication be avoided? Researching keywords well will help. Learning more information about keywords can greatly help in curbing keyword traps that can be really confusing to users.

This type of confusion or error is present in almost every industry. This can literally make or break your online marketing results so be informed, vigilant, and cautious with the usage of keywords.

Gather Keyword Insights for SEO Through PPC Usage

Use PPC to garner vital information about SEO. This will enable the user to test several variations of the keywords and pick out the ones that perform better.

Here are several key aspects to test:

  • Headlines, title tags, and descriptions.
  • Keywords and topics
  • Specific keyword angles
  • Landing page variations
  • Product strategy campaigns

PPC campaign results can reveal what users are looking for in a specific industry. The accumulation of this relevant data will help to jumpstart website optimization.

While there’s also an option to focus on SEO as there are data gathering third-party tools that you can use to gather this information, PPC delivers faster and more personalized results.

Optimize Landing Pages to Maximize SEO and PPC Benefits

The combined benefits of PPC and SEO will make any website more visible. Use this opportunity to double down on the advantages of these tools by integrating keywords to your website’s landing page.

The landing page could either be a website’s main homepage, contact page, or product-specific page. By optimizing these pages, it can increase traffic to the website. Of course, having more traffic can generate more leads and sales.

SEO and PPC Work Together to Achieve SERP Domination

SEO and PPC strategies can propel a website on the Search Engine Results Page (SERP). SERP is the page that users usually see after typing an inquiry in the search bar of search engines such as Google.

SEO and PPC strategies often work more effectively together as they support one another in guiding more prospects to the website. This leads to more customer engagement.

Reveal “Hidden Keywords” Within the Buyer Journey

A buyer’s journey is made up of three stages:  Awareness, Consideration, and Decision. Nowadays, consumers are more informed than ever when making a purchase in person or online.

Keeping the buyers’ journey in mind, bucket your keywords for SEO and PPC campaigns into Educational, Solution, and Transactional groups. Using keywords to provide the right information at the right time for a potential buyer early in the awareness or consideration stages builds credibility and increases the chances that the buyer will move to the decision stage.

Use Audience Insights to Test and Clarify Messaging

Another key benefit of PPC is testing ads against various demographics and interests.

Analyze specifics such as:

  • Age groups 
  • Gender 
  • Household income 
  • Locations
  • Devices 
  • Interests and lifestyle

The greatest benefit of audience targeting is the opportunity to test brand and product-specific messages against various demographics and interest groups.

Understanding details about the target market with this research can provide unique opportunities to refine the messaging to speak directly to an audience, increasing the chances of website traffic and leads. 

Upon closer inspection of the Google Ads search term report, users can find long-tail keyword goldmines. Often, these are the search terms that are generating clicks that provide good insight, leads, and conversions. 

With this unique wealth of knowledge, you’ll be able to better inform your SEO strategy by aligning each with a specific target audience. This will unlock hidden long-tail opportunities.

Apply PPC Conversion Data to SEO Strategy  

SEO takes time to build credibility. It requires patience and ongoing efforts to see an optimal return on investment. 

Aligning SEO strategy closely to PPC campaigns will greatly help in fostering organic traffic, finding synergy between the campaigns, and seeing measurable gains in traffic and leads more quickly. 

Using the Google Ads reports may yield additional keywords and search intent that can deepen SEO efforts.

The reports reviews are:

  • Explore the Search Query Report in Google Ads.  Use the search phrase report to find keywords that have high search volumes and conversion data.
  • Use Top Performing Ads to Test Headlines and CTAs
  • Explore Different Attribution Models To Optimize Channel Content.

Using SEO solely can improve the chances of getting more traffic and relevant data, especially for beginners. With the instant boost of PPC, users can access the growth and development of both SEO and PPC efforts. In addition, this can lead to wiser usages of keywords and topics which could significantly improve their chances of ranking high in search engines.

Ultimately, the simultaneous use of SEO and PPC can yield a much better result than when used separately.