How SEO and PPC Work Together

How SEO and PPC Work Together


There is a lot of confusion about how SEO and PPC work together. Many people think that they are mutually exclusive, or that one will hurt the other.

In this article we explain why these two marketing channels can be used in harmony to create a more effective digital marketing strategy.

The first thing you need to know is that there’s no such thing as “organic search engine optimization”. It doesn’t exist, and it never has existed because Google owns those words and won’t let anyone use them for anything else! So what do we mean when we say SEO? We mean paid search results (aka AdWords) which appear at the top of your Google searches, along with organic listings from websites like Yelp or TripAdvisor. You also see ads on social media sites like Facebook and Twitter – but those aren’t technically considered part of the same category as pay-per-click advertising (PPC).

complementary nature of SEO and PPC

How SEO and PPC Work Together

In the dynamic world of digital marketing, two of the most powerful strategies for increasing visibility, driving website traffic, and boosting conversion rates are SEO and PPC. While each has its unique advantages, the real magic happens when they are leveraged together. This article explores the symbiotic relationship between SEO and PPC and how combining them can lead to a more successful online marketing strategy.

Understanding SEO and PPC

  • SEO (Search Engine Optimization): A long-term strategy focused on improving organic search engine rankings. It involves optimizing website content, structure, and on-page elements like keywords and meta tags, along with off-page efforts such as link building.
  • PPC (Pay-Per-Click) Advertising: A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. It’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.

The Benefits of Combining SEO and PPC

Enhanced Visibility

  • Dual Presence on SERPs: Having both paid and organic listings on search engine results pages (SERPs) increases overall visibility and instills a sense of credibility among potential customers.

Better Keyword Data Sharing

  • Keyword Synergy: Information from PPC campaigns can be used to refine SEO strategies and vice versa. PPC campaigns provide immediate data on keyword effectiveness that can be leveraged to enhance SEO content.

Improved Targeting

  • Audience Insights: PPC advertising offers advanced targeting options, including demographic and location targeting. These insights can help tailor SEO efforts to the most responsive audiences.

How SEO and PPC Work Together

Strategic Keyword Alignment

  • Comprehensive Keyword Coverage: Utilizing both SEO and PPC allows for coverage of a broader range of keywords. SEO can focus on long-tail keywords and building organic content, while PPC can target competitive keywords that are difficult to rank for organically.

Enhanced Search Engine Real Estate

  • Maximizing SERP Real Estate: By appearing in both organic and paid search results, brands can dominate the search engine real estate, making it more likely that users will click on their links.

Optimizing for High-Value Targets

  • Remarketing Opportunities: PPC remarketing campaigns can target users who have visited your website through organic search but did not convert, effectively bringing them back into the conversion funnel.

Testing and Optimization

  • Rapid Testing with PPC: The immediate feedback from PPC campaigns allows for quick A/B testing of ad copy, keywords, and landing pages. Successful elements can then be incorporated into the broader SEO strategy.

Best Practices for Integrating SEO and PPC

  • Regularly Share Insights: Ensure that teams managing SEO and PPC communicate regularly to share insights, data, and strategies.
  • Unified Goal Setting: Align SEO and PPC goals to ensure that both strategies contribute towards common business objectives, such as increasing sales or leads.
  • Consistent Messaging: Ensure that the messaging and branding are consistent across both SEO and PPC to provide a cohesive user experience.


Integrating SEO and PPC is not just a best practice; it’s a necessary strategy for businesses looking to maximize their online potential. By combining the strengths of both approaches, companies can enjoy increased visibility, more effective targeting, and ultimately, higher conversion rates. The synergy between SEO and PPC opens up new opportunities for digital marketing success, making it essential for marketers to harness the power of both to drive their online objectives.


Ryan Griffiths
Author: Ryan Griffiths

Ryan is an Australian Digital Marketing Specialist and the director of Geek Media. With a main focus on SEO and Paid Ads such as Google PPC and Facebook/Meta Ads. He has grown multiple e-commerce brands into 6 figure companies.

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