Why Should Your SEO and PPC Teams Work Together?

We believe that SEO and PPC are two sides of the same coin.

Finding the right audience for your work is one of your biggest challenges as a content creator. You may be able to type some keywords into Google and see how many people click through from the SERP results, but that doesn’t take into account the quality of those visitors or how long they stick around once they arrive on your site. 

That’s where paid search comes in: If you can bid on specific keywords relevant to what you’re selling or creating, then you can target potential customers with more precision than through organic search alone. 

But working together is more than just combining two methods that target different types of traffic. It can also help ensure that neither method misses opportunities or wastes resources by working against each other instead of together. 

So, let’s look at how these two types of marketing work together as a single unit so that both sides can thrive and grow simultaneously.

SEO and PPC Are Both Parts of Inbound Marketing

SEO and PPC are both parts of inbound marketing. Inbound marketing is about getting people to your site, getting them to convert, and then nurturing the relationship you build with those users so that they continue to come back. SEO and PPC can complement each other to achieve a common goal: get more sales by reaching new customers through search engines or advertising on Google Ads (or Bing Ads, if you prefer).

The bottom line: if your initial goal is simply “more traffic,” SEO will get you more organic visitors. If your objective is “more conversions,” PPC will help drive more clicks, which will lead directly to sales.

PPC Insights

PPC tools can help to gain valuable insights into the effectiveness of your keywords. Measuring telling metrics can help you to hone your message and ROI. Consider looking at:

• Cost Per Click (CPC)
• Click-Through Rate (CTR)
• Conversion Rate (%)
• Average Position
• Total Revenue Generated by Keyword

PPC Can Help You Develop Brand Awareness

PPC is a helpful tool for building brand awareness. When you’re starting out, it might be hard to generate organic search traffic in the first place. However, with PPC, you can use paid ads to get your name out there and build a following before you even hit the organic rankings.

Once that happens, PPC can help you rank better by targeting specific keywords and phrases that will increase traffic. This means that people looking for particular products or services will see your paid ads instead of just seeing other businesses’ ads on the SERP.

In addition to improving visibility on SERPs (and thus reducing costs), this strategy also helps increase conversion rates over time because potential customers are already familiar with who they’re looking at when interacting with a given website. 

This reduces friction between what someone sees online and what action he or she takes next. If someone searches for “buy shoes online,” both the user interface and content should reflect what she wants. This needs to happen without the need for extra time to scan through each result individually before choosing which one best meets her needs.

Keyword Bidding Can Help You Save on Your Pay-Per-Click Spend

PPC can help you find the best keywords for your business. You can use PPC to test different keywords, see which ones work, and then use that knowledge to inform your SEO strategy. For example, if you’re a local business offering plumbing services, it would be helpful to know what people are searching for and how many need these services in the area. 

If there are more searches than businesses provide, then it might make sense for you to invest some time into optimising your website. You’ll then rank as highly as possible when someone searches for “plumbing company [your city]” or “[your town] plumber.” This way, interested customers will find their way back to you rather than elsewhere. (Who may not be as qualified or reliable!)

PPC provides another benefit: it targets people who are specifically searching for products or services like yours. You may not have much luck trying traditional SEO strategies on these kinds of searchers (people looking up specific terms), so instead, focus on reaching out via PPC ads!

PPC Ads Are a Good Way to Generate Leads While You Wait for Your Content to Rank

PPC ads can help you generate leads while you wait for your content to rank.

Many companies hesitate to launch a PPC campaign because their website doesn’t have the traffic yet. However, launching an ad campaign early can often be a great way to generate leads while your site builds inbound links and social signals (the two things that matter regarding SEO). 

Plus, if your company has been around for a while but has never done much in paid search advertising, this would be an excellent time to start testing new strategies. Use small budgets to measure which ones work best before moving forward with larger spending later on down the line.

By working together, content creators and paid search experts can target customers more effectively.

• PPC can help you get insights into the effectiveness of your keywords.
• PPC can help you develop brand awareness.
• Keyword bidding helps you save on your pay-per-click spend, which is especially important for B2B companies where the competition for keywords is fierce and thus expensive.
• Paid search ads are an excellent way to generate leads while you wait for your content to rank in organic search results (which may take months or even years).

We believe that SEO and PPC should be part of your digital marketing strategy and should ideally work together to achieve your goals.