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How SEO and PPC Work Together

July 28, 2020 by Noah Kain

Are you doing SEO for your website? Have you tried Google Ads or PPC?

You’ve probably been asked the above questions or have even researched them yourself. While both marketing channels can produce results individually, I’ve found that a combination of SEO and PPC can create some serious synergy for your lead generation and sales efforts.

What is SEO?

SEO, also known as Search Engine Optimization, is the practice of leveraging your website and brand to show up in online search results. For most of us, that means showing up on Google.

SEO website traffic is also referred to as “organic” traffic because the traffic is not paid for. Instead, a website creates optimized content for specific keywords or phrases in the hopes that a customer will search for those keywords, and that Google will show their website in the organic results.

SEO Search Results

In general, Google tends to show 10 organic results on page 1. Many people obsess on being on page 1 for a given keyword, and for good reason. Less than 1% of searchers click on results beyond page 1.

So how does a website rank?

There are On-Page factors, such as your page URL, title tag, meta description, images, and internal links. Technical factors, such as site speed, crawlability, indexibility, and site structure. And there are Off-Page factors, such as backlinks, search result features, and third-party listings or directories.

Staying on top of the above factors, and crafting content that targets relevant keywords for your niche, is what SEO is all about.

What is PPC?

PPC, also known as Pay-Per-Click is a form of advertising where you pay to have your ad shown and are charged when someone clicks on an ad.

In the search or Google Ads sphere, Google shows PPC ads above or below organic results. The cost of each click depends on the amount of competition for a keyword and how much someone else is willing to bid to be in the paid spot you are bidding for.

Google Ads PPC Screenshot

The value of PPC is that you get to be hyper-specific with your targeting and you don’t have to wait months for momentum, as you often do with SEO. With the right campaign, you can flip the switch and start getting leads right away.

How SEO and PPC work together

Let’s take a look at a search result for the keyword “lawyer near me.”

If you type that phrase into Google, you’ll notice organic SEO and PPC results show up on the same page. You’ll also notice other features in this search result. The Google Map Local Pack, People Also Ask results, and depending on the search there could be video carousels, tweets, and other Google Search features.

With page 1 being so important, the more real estate you have in the search results, the more valuable traffic you can send to your website.

When you leverage SEO and PPC together you can unlock new opportunities by having access to more data. For example, your organic results from your SEO work can help inform your initial PPC keyword sets. And then the search terms that trigger your PPC ads can help inform new content ideas for your SEO efforts.

Additionally, you can elevate brand awareness by investing in both SEO and PPC. When searchers see you in both the organic and paid results, they will become more familiar with your brand name, which will build trust and increase the likelihood of them purchasing your products and services.

Ready to Combine SEO & PPC?


Ready to Combine SEO & PPC?