How To Combine Your PPC & SEO Strategies

When you ask a company about online tasks, and which they prefer to focus on; either Search Engine Optimization (SEO) or pay-per-click (PPC) you’ll always get mixed answers. Some prefer SEO and other PPC, not knowing that both are crucial elements to a nicely marketed website.


As of early 2012 there has been a lot of mixed feelings ad questions with regard to SEO and the Google algorithm updates. Many website owners fear all SEO thinking that these are risky tactics.

This isn’t necessarily so, SEO is not the “Bad Guy.” In fact, search engines like Google recommend you spend some time working on your SEO, providing your content is trustworthy. In fact, looking at ranking factors in the Google organic search results, search engines centralize a website’s ranking around trust. You have to be readly to show Google that your site and your content can be trusted. You as an online business have to offer the user quality products and services – and these need to be relevant to the search term the user places in Google.

We also need to recognize that SEO services aren’t cheap, ad when you hire a company, you are hiring their knowledge. There will be a need for optimizations and the building of quality links, and these are processes that take time.


This is where PPC can come into play, as it offers an immediate result. When it comes to PPC there are a number of ways to generate traffic and bring in leads to your website. These include:

  • Text Ads
  • Image Ads
  • Video Advertising
  • Product Listing Ads

This is why running PPC and SEO tasks at the same time can be a good idea. In fact, most SEO and PPC experts believe that running both processes simultaneously can bring in the traffic an online business needs.

The Benefits of PPC and SEO

These are the benefits of using both PPC and SEO.

  1. Brand Awareness & Exposure

By using PPC you can put your name out there in front of consumers, and they will start to recognize your brand.

  1. Inspires Trust

Exposure from a paid ad campaign increases trust in consumers. Research shows that when you rank for PPC ads your traffic will increase by 50%, and this can increase your traffic by 90%.

What Can You do to Lower Your PPC Costs?

OK so you are thinking that you can’t afford both services, but that may not be true. You can afford effective advertising if you lower your PPC costs. How do you do that?

  1. Improve Load Times

PPC ads cost more for websites that load slowly. So you want to make sure you optimize your website to load quickly.

  1. Test your Campaigns

You also want to test campaigns to see which works better. Test different campaigns with different headlines, call to actions, images and more. When you find one that works better than other use it and apply the knowledge to your organic SEO processes.

  1. Setup Site Search

Set up the site search box so your PPC and SEO strategists can analyze the site and see what terms should be showcased in a PPC campaign. This analysis also helps you figure out what keywords to optimize website pages for.

  1. Test Demographics and Geographic Markets

The PPC campaign can help analyze new markets to determine if they will be successful. A new campaign can target a certain location, and click through rates. This can help determine the success of new regions. If these are successful then a good SEO strategist can make changes to the website based on the success of the PPC campaign.

Bottom Line

Running PPC and SEO campaigns together can be beneficial to you because one online marketing process feeds into another, helping you determine what marketing strategies work best for your website.