How PPC And SEO Work Together

Pay Per Click (PPC) and Search Engine Optimisation (SEO) are two separate strategies, right? Well… not exactly. Whilst the two are, of course, different components of digital marketing, SEO and PPC campaigns and efforts complement each other in many ways. In fact, when used together, PPC and SEO can result in a significantly more successful overall, digital marketing campaign.

SEO is, in simple terms, the process of performing “quality control” on a website so it ranks better on the search engines like Google, ensuring it can be found for relevant words and phrases. The steps taken to optimise a website, usually fall into two camps; on page SEO and off page SEO. (As this is quite a complex subject, we think this is definitely worthy of another blog post another day!)

PPC refers to the adverts placed at the top and the sides of the search engines, whereby the companies that place them pay the search engine when their ad is clicked on.

Both the forms of marketing are highly effective in generating traffic to a website, but can they work together?

Take a look at a few ways how PPC and SEO can work together to garner maximum results if you are aspiring to increase your search status and online presence.

Greater keyword data to analyse

Keywords are central in developing effective SEO and PPC campaigns. By running SEO and PPC efforts simultaneously, brands can determine which keywords are generating the best conversion rates. By having a larger amount of keyword data to analyse, the information can be used and worked in to optimise an overall digital marketing strategy.

By combining SEO and PPC, you can examine a large source of data to make smarter decisions related to future digital marketing campaigns.

Improved visibility

By paying advertisers a fee each time one of their ads is clicked on, PPC is essentially a way of buying visits to your site. In a nutshell, SEO is a component of organic marketing, centred on the process of influencing the visibility of your website or landing page in the search engine’s unpaid results.

Both PPC and SEO are fundamentally designed to add exposure to a brand on the search engine results pages (SERPs). By improving a brand’s ranking on both organic and paid search results through PPC and SEO, traffic to their website or landing pages will be significantly increased, making the brand more ‘findable’ online and creating the impression they are an established leader in their niche.

Avoid missing search engine clicks through PPC

It’s easy to presume that if you’ve nailed SEO and you’re organically ranking at the top of Google’s first page for a specific keyword, you no longer need to invest in PPC advertising.

This, however, might not be an entirely accurate assumption, as according to a study by Google, when search ads are paused, around 89% of the traffic created by these ads fail to be replaced by organic rankings. Consequently, by pausing your PPC ads, you could negatively impact your site’s natural rankings and witness less traffic coming to your site.

Effective remarketing campaigns

Your website is ranking well due to your SEO strategies and is attracting visitors. However, the visitors your site is drawing in are taking their time in making purchases or it may be that they have visited your site then gone off elsewhere… so how do you win them back?

Remarketing (or retargeting) is essentially a savvy way of connecting with visitors to your website who may not have made that purchase or enquiry yet.

And when it comes to SEO, one of the elements as mentioned earlier, is to look at keywords and phrases. Here, you can identify where your site visits are coming from and which terms are driving conversions. Those keywords and phrases you struggle to rank for organically, now become ideal targets for a remarketing campaign.

By combining PPC remarketing with your SEO efforts and analysis, you have a greater chance of enticing them back to your site later to complete their conversion or purchase.

If you have any questions related to PPC or SEO and would like assistance in optimising your brand’s digital marketing campaigns to increase your online presence and improve your site’s rankings, get in touch with Float Digital, experts in SEO, PPC and getting brands to the top of the search engines.