4 Ways PPC and SEO Can Work Together (And When They Can’t)

Search Engine Optimization (SEO) is the practice of improving your website’s pages to rank higher in search engine results. On the other hand, Pay-Per-Click (PPC) is a form of online advertising where businesses pay a fee each time someone clicks on their ad. Both of these strategies can be used together to create better results for your business. Here’s how they can work hand in hand:

1. Use PPC to Promote Your SEO Content:

Creating SEO content involves understanding what your target audience is searching for and aligning your content with their needs. To start, use a keyword research tool, like Ahrefs, to find the right keywords. For example, if you run a coffee equipment store, you can use tools like Ahrefs’ Keywords Explorer to find relevant keywords, like “how to grind coffee beans.”

Once you’ve selected your keywords, analyze top-ranking pages to see what people are looking for. This helps you refine your content. However, creating content is not enough. Just like in the forest analogy, your content needs visibility to make an impact. This is where PPC can help. Running ads for your content ensures that more people see it.

2. Use PPC to Build Links:

Links are an essential ranking factor for Google. The more links your page has, the higher it is likely to rank. However, getting quality links can be difficult. One way to build links is by running PPC ads. For example, we spent around $1,245 on Google search ads and gained 16 backlinks. This was much cheaper than purchasing backlinks directly, proving that PPC can be an affordable and effective method for link building.

3. Use Retargeting on SEO Content:

Retargeting is a strategy that allows you to target visitors who have already visited your website but left without taking action. When a visitor lands on your site, their browser gets a cookie that helps you display ads to them later. This keeps your brand in front of them and encourages them to return to your site.

For example, if someone visits your article on “best espresso machines,” they may be ready to buy, so your ad can lead them to your product page. If they visited an article like “what is a coffee grinder,” they might be at an earlier stage, so a call-to-action like signing up for your newsletter could be more effective.

4. Target Important Keywords with Both SEO and PPC:

Every website has important keywords that it needs to rank for. By running PPC ads alongside your SEO efforts, you can dominate search results for those keywords. For example, brands like Wix target the keyword “create website for free” in both paid and organic search results.

If you are a new or smaller site, using PPC for important keywords helps you compete with bigger brands. Over time, as your SEO efforts build authority, you can rely less on paid ads and more on organic search traffic.

When Do SEO and PPC Not Work Together?

While SEO and PPC can usually complement each other, there are times when one may be more effective than the other. Here’s when it’s better to choose one over the other:

When to Choose PPC

PPC might be the better option in the following situations:

1. Short-term Promotions:

If you’re promoting a limited-time offer, event, or launching a product, PPC is a better choice. SEO can take 3-6 months to show results, and if your event or launch is shorter than this timeframe, SEO won’t have time to work.

2. Immediate Results:

If you need quick results, PPC is the way to go. It can bring immediate traffic, while SEO requires time to grow.

3. New or Unique Products:

If your product or service is completely new and no one is searching for it yet, SEO might not be the best option since it focuses on existing search trends. PPC, however, can help bring visibility to your new product or service right away.

4. Highly Competitive Markets:

If you’re in a highly competitive industry, where big brands dominate search results with large SEO teams and budgets, it can be hard to compete with SEO alone. PPC can help you gain visibility on the first page of Google.

When to Choose SEO:

SEO may be a better choice in these cases:

1. Expensive Keywords

In industries with high cost-per-clicks, like insurance or finance, SEO can be a more affordable option. For example, the keyword “direct auto insurance San Antonio” can cost up to $275 per click.

2. Restricted or Prohibited Niches

Some industries, such as adult content, weapons, or gambling, face advertising restrictions. In these cases, SEO can be a better option since it’s not limited by advertising rules.

3. Limited Budget

If you’re on a tight budget, SEO may be a more cost-effective choice. While PPC requires upfront spending, SEO can bring traffic without a direct cost per visitor.

4. Affiliate Sites

If you’re building an affiliate site, where you earn commissions by recommending products, SEO is often the better option. With PPC, it can be harder to control the return on investment since you can’t control the sales conversion rates.

Final Thoughts

There are situations where focusing on either SEO or PPC makes sense. However, for most businesses, using both channels together is the most effective strategy. If both bring positive results, it’s a good idea to leverage all available marketing channels.