Why SEO and PPC Work Well Together

April 24, 2023
April 25, 2023

Done well, search engine optimization (SEO) and pay-per-click (PPC) advertising are two very effective digital marketing strategies. While SEO focuses on improving organic search engine rankings, PPC is a paid form of advertising that allows businesses to bid on keywords and display ads in the search engine results pages (SERPs). Both are excellent methods that can help businesses drive traffic to their website and increase their online presence. However, all too often, businesses either use one or the other strategy – when they should always be used in tandem. In this article, we will explore why SEO and PPC work well together, showing how businesses can benefit from using both strategies in their digital marketing campaigns.

Increased Visibility

By using SEO and PPC together well, it leads to increased visibility in the SERPs. While SEO can take time to produce results, PPC ads can appear at the top of the search results almost immediately. By combining these two strategies, businesses can dominate the search results page. Of course, this means they will be seen by far more potential customers. The stats bear this out too. Recent research revealed businesses that combine SEO and PPC experience a 25% increase in clicks and a 27% increase in conversions.

Keyword Research

Both SEO and PPC rely heavily on keyword research to be successful. SEO requires businesses to identify relevant keywords and optimize their website content accordingly. This will enable them to rank for those keywords in the organic search results. PPC advertising also requires keyword research. This is because businesses need to bid on keywords that are relevant to their products or services. By using SEO and PPC together, businesses can benefit from a more comprehensive keyword research strategy.

Data Sharing

Another advantage of using SEO and PPC together is the ability to share data between the two strategies. PPC campaigns can provide valuable data about which keywords and ad copy are driving the most clicks and conversions. Then, use this data to improve SEO efforts, such as optimizing website content for those high-performing keywords. SEO data can also be used to improve PPC campaigns. When pages on a website are ranking well for specific keywords, simply add those keywords to the PPC campaign to improve ad relevance and quality score.

Testing and Optimization

SEO and PPC also work well together when it comes to testing and optimization. Both strategies require ongoing monitoring and adjustment to ensure they are producing the desired results. PPC campaigns can be used to test different ad copy, landing pages, and calls-to-action. The data from these tests can then be used to optimize SEO efforts, such as improving website content or user experience. Similarly, SEO efforts can be tested and optimized using PPC data, such as adjusting meta descriptions or page titles to improve click-through rates.

Branding and Awareness

Branding image with magnifying glass over the word brand

While SEO is rightly esteemed for long-term brand building and awareness, PPC is a powerful tool for generating brand recognition quickly. By bidding on branded keywords, businesses can ensure that their ads appear at the top of the search results when someone searches for their brand name. This can help increase brand awareness and drive more traffic to the website. Additionally, businesses can use PPC to target specific audiences with display ads, which can further enhance brand recognition and awareness.


Obviously, PPC can be a more expensive form of advertising compared to SEO. However, the two strategies can work together to increase cost-effectiveness. By identifying high-performing keywords through PPC campaigns, businesses can focus their SEO efforts on those keywords to improve organic search rankings. This can result in a higher click-through rate and lower cost-per-click for PPC campaigns. As well as improved organic traffic and conversions!

Final Thoughts

SEO and PPC are two marketing strategies that should be in every business’ tool kit. And employed together, they complement each other perfectly. Align both in your business marketing strategy and benefit from improved keyword research, data sharing, testing and optimization, and brand awareness. And of course – increased leads, conversions and sales!

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SEO and PPC are two marketing strategies that should be in every business' tool kit. And employed together, they complement each other perfectly. Here's the lowdown.
Rhys Hughes
Recent research revealed businesses that combine SEO and PPC experience a 25% increase in clicks and a 27% increase in conversions.
Small Business
digital marketing
small business