Why PPC And SEO Services Need To Work Hand In Hand


Posted on January 25,2019 at 11:00 AM


Digital marketing is a collection of many strategies. Using these strategies collectively delivers the best results in comparison to using them individually.

Even though there are several avenues to choose for a digital marketing campaign it often boils down to search engine marketing in the initial phase.

It is among the most vital techniques and incorporates two of the most classic marketing strategies ever: SEO and PPC.

They both are capable of driving traffic to a website and ultimately gain more customers.

However, it has always been a dilemma to know which of the two strategies will make sense for your campaign.

Even though you can use both of the strategies individually to gain results, but using both of them together can exceed your expectations in making a positive impact on your business.

Overview of SEO and PPC:

SEO: SEO is the method of driving free traffic from search engines to your website. Optimizing your web pages with intriguing content and infusing website with interactive interface increases the ranking of the website in a search engine result page (SERP).

There is always a race going on among various companies to dominate the search engines. The reason businesses focus on search engine optimization more on PPC marketing is its cost-effectiveness.

Time is the only resource required to manage your organic search result on a SERP. It can be used even when the marketing budget is quite minimal.

Its biggest advantage is long-term result that a marketer can obtain with consistent efforts. It is more sustainable than PPC marketing and provides high-quality and organic traffic for many consecutive years.

Search engine optimization takes some time to deliver its result in the beginning, but with the passage of time, the results grow tremendously. The ROI on SEO is also super high.

PPC: Pay per click marketing is a strategy that allows a marketer to bid on keywords and post their ads on the top of a search result.

Many online advertising platforms like Google Ads allow users to attain the top position on a SERP in the form of advertisement.

By understanding the need and intent of customers a user can find specific keywords suitable for his business to reach the right audience.

It also gives advertisers the liberty to customize their search ads with high-intent keywords and incorporate images and videos in ads to attract customers towards its website.

The biggest advantage of using PPC marketing is its ability to drive qualified, and ready to buy leads towards a website. This makes it suitable for the businesses that have very low brand awareness.

PPC help a business to gather a right audience and improve the online visibility in a very short span of time. The conversion rate by PPC is also quite astonishing.

The only drawback of PPC marketing is that it requires money as an investment. The marketer has to pay a part of his budget as fees for every click on the ad. It requires a strong budget to set up a PPC campaign and keep it running.

The ROI associated with PPC marketing can diminish to a great extent if it is not maintained properly.

Does PPC affect SEO?

While there is no direct link between SEO and PPC, both the strategies work in order to drive more customers to the website and both incorporate the use of keywords in their operation.

Having any traffic on your website through your efforts in SEO can signal the search engine that your website is trustworthy.

Working for pay per click ads also delivers insights to your business about the effectiveness of keywords and how much revenue they can generate.

These insights can be used in optimizing web pages with keywords and to make correct on-page and off-page SEO decisions.

Also, if a customer clicks on your ads and reaches your landing page, he/she will hopefully spend some time on your website which can later be indexed by the search engines, which can improve organic ranking of that landing page in a SERP.

SEO’s effect on PPC marketing:

There are many factors like “Quality score” for Google and “Relevance score” for Facebook that determines the quality of a website.

A well-optimized website will perform better in a PPC campaign. Based on numerous factors like click-through rate, landing page experience, and relevance, the score of the website will be determined.

If the website is well optimized it will have a higher score, which can increase the number of ad impressions and reduce the fees associated with the clicks, thus reducing CPC.


Search engines have a tendency to display the most optimized website on the basis of what the searcher looks for and based on the content available.

By intelligently developing a synergy between SEO and PPC services a company can attain better results on a search engine result page.

If done correctly both the strategies can boost your organic and paid efforts.

Wouldn't your business benefit from more structured IT?