How Do SEO and PPC Work Together?

March 5, 2018

In an ideal world, a website’s search engine optimization (SEO) and pay-per-click (PPC) campaigns work in synchronized harmony to create optimal results. While often true (if done correctly), it’s important to understand how SEO and PPC work together to attract new customers, boost revenue and increase leads.

But before we get into how SEO and PPC work together, let’s first discuss the difference between the two.

What is SEO?

SEO is the “process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.” Search Engine Land continues to explain that major search engines such as Google, Yahoo and Bing rank web pages according to what they consider most relevant. While a company cannot pay Google to be placed higher in the search rankings, it can work with a skilled agency like Commit to implement strategies that can improve the company’s search ranking.

What is PPC?

PPC (or pay-per-click) marketing is a “form of online advertising in which advertisers accrue costs when users click their ads. Companies will advertise their product by bidding on the perceived value of a click in relation to the keywords, platforms and audience type in which it originates.”

To put it into simpler terms, you’re paying for traffic to visit your website. For instance, if a person types in “red high heels” in Google, your ad will show up above the organic search listings (if you pay for that term). This entices the customer to click on your product without having to scroll through several of your competitors’ sites.

Benefits of combining SEO and PPC

Jonathan Dunn, Commit’s digital services manager, says that we always take a multi-channel approach with every client. “Essentially, we value every piece of the company’s digital performance, whether that be paid search, SEO, social or remarketing,” he says. Each contributes to creating touch points throughout a customer’s entire digital journey with that brand.

Here are some of the most important benefits of integrating PPC and SEO:

  • PPC can serve as an additional source of entry to your site on search engine result pages for keywords that you are ranking for organically.
  • Keyword data can be collected from each source to provide greater insight into what should guide your long-term strategy.
  • Paid search keywords with high costs and competition levels (but are still valuable to your brand) can be implemented into your SEO to improve organic rankings for those terms.
  • Each channel has its limitations; remarketing provides your brand the opportunity to re-engage with people after they have left your site.

In our experience, a combined search strategy that integrates both SEO and PPC is the best approach. If done the right way, results can be clearly enhanced by utilizing both paid and organic. SEO is key for every brand with a digital presence, but some businesses benefit more than others with PPC.

Wondering if your business would benefit from SEO and PPC integration? Contact us today to learn more.