Looking at SEO and PPC, the first thing that comes to mind is that they are in different fields even though they individually work to achieve the same goal. What do I mean? Continue reading to find out.

What is SEO?

Search Engine Optimization (SEO) involves a series of tasks that can be performed on a website to make it optimized (Google-friendly). A Google-friendly website is more likely to rank amongst other top websites on Google’s first page for a particular keyword or phrase. Making your website rank on Google’s first page generates much more traffic to your site which can be converted to leads or sales. SEO is termed organic because it’s free—you pay nothing in return to Google for the traffic generated. 

What is PPC?

Pay-per-click (PPC) on the other hand is a paid advertisement where the advertiser pays a certain fee every time their ads are clicked. It’s more like SEO the difference this time is you are paying for the traffic generated.

The major difference between SEO and PPC is that one is free while the other isn’t. Search engine advertising is one of the most used forms of PPC which helps advertisers get ranked #1 for certain keywords or phrases. That’s to say PPC can drive home as much traffic as SEO. Then again, we also know that there are people who don’t like clicking on Google ads. I know I don’t. When you think about it you’d realise that with any method you choose to follow you are still losing out some of the traffic which could have led to more sales. If only there was a way to marry them right?

Lucky for you, in today’s guide, I’ll be teaching you how SEO and PPC work together. 

How SEO and PPC Work Together

Improves your search engine presence

You should also know that the essence of performing SEO on your website for a targeted keyword is to help rank your website on Google’s first page and if your website has a strong online presence (Authority) your site could get ranked #1 for that keyword. 

Purchasing PPC ads lets you bid for a particular keyword. In this case, you’ll be bidding for the same keywords targeted in SEO. Wouldn’t the PPC ads affect my website’s SEO? The answer is no. So you don’t have to worry about that. Rather than affecting your website’s SEO, carrying out both strategies ensures that your brand dominates the search results for those keywords giving you a better chance of driving home more traffic.

SEO can benefit from the paid search team’s keyword data

The paid search team usually has lots of current keyword data. You can say they have the real keyword data and not the ones you try to guess using keyword tools. That goes to say that the SEO team will be able to put to good use the keyword data obtained from the paid team to make better-optimized decisions.

Also, when you optimize on-page content using PPC data, it can result in achieving a lower cost-per-click. The reason for that is Quality Score, which is Google’s metric for determining an ad’s rank, can be influenced by the reference of the on-page content of the ad.

Hence in order to enjoy these benefits, ensure that your PPC team communicates with your SEO team.

PPC can help in recovering missed search engine clicks

You have a website, and you performed SEO on your website which made your site rank #1 on Google’s first page for the keywords you targeted. Is it wise to still perform PPC? Many people will answer no, after all, you are already ranked #1 for the keyword, right?

If you think that way then you are wrong or at least according to a study research at Google. The research discovered that after search ads for a particular keyword were paused, approximately 89% of the traffic generated from those ads could not be replaced through organic rankings. This goes to say that pausing your PPC ads even after your website is ranked #1 could negatively impact your traffic.

When you use PPC together with SEO, you’ll be able to recover clicks as well as interests from searchers you may have missed. 

Conclusion

Both SEO and PPC have their advantages and disadvantages but when compared together can produce greater results. 

With search engine PPC all you have to do is pay for the click and let the search engine work for you, the same cannot be said about SEO. Since SEO you’ll have to do it yourself and it requires time, patience, and effort to become good at it. If you are a businessman or woman then out of the three things mentioned time is something you can’t afford. In that sense carrying out SEO on your website would be tasking. However, that can be solved as there are agencies that can help you perform SEO on your website.

Depending on your location, you can find an SEO expert or agency that’s right for your business if you know the right place to search. There’s SEO Sydney, SEO Canberra, SEO Melbourne, etc., which means you can find SEO agencies if you reside in any of those areas in Australia. What if I or my business isn’t in Australia? Still not a problem as they can also carry out SEO services for foreign clients.