How SEO and PPC can work together

5 Sep 2022


Nick Boyle

Nick Boyle

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The difference between SEO and PPC

SEO targets unpaid website traffic and focuses on generating organic links back to your website. Using keyword research, SEO optimises content on your website to improve your website’s Google ranking. SEO is great for increasing social and organic revenue – check out our SEO case studies for some examples.

PPC, on the other hand, involves ads which show up higher on the SERP, but the advertiser has to pay each time the ad is clicked on. The price is definitely worth it though, as utilising PPC can have some quick, impressive results by increasing your revenue overall.

How SEO and PPC can work together

Maximising SERP presence

Organic and paid searches account for 80% of all website traffic, highlighting why it’s so important to make the most of SEO and PPC tactics. If your website has a high ranking for both organic and paid search results, your site is more likely to be clicked on.

Advertised search results show up at the top of Google’s SERP, meaning they’re much quicker and easier for customers to click. However, a lot of people use ad-blockers on their search engines. This is where SEO comes in; people with ad-blockers will only see organic content rather than the PPC links. Having your website rank highly for both paid and organic searches means that you are maximising the chance of your website being clicked on, which is key for growing your brand.

Keyword optimisation

Keyword research is one of the most important steps to developing your content strategy. Although PPC and SEO use keywords in different ways, the way they carry out keyword research can be utilised to share data between the two methods. For example, the best performing keywords for your PPC links can be incorporated into organic content, meaning your links will rank even higher. Google Search Console is a great tool for this kind of keyword research.

Additionally, SEO data will help you feel more confident starting new paid campaigns, as you can see what language is drawing customers to your organic content. By using the same language and keywords for ad copy, you can develop your brand, and you’ll know for sure that your keyword research is being used to its full potential.

Measuring performance

A lot of hard work goes into perfecting your PPC and SEO strategies, so it’s important to measure the performance of your work. Using tools like Google Search Console or Google Analytics, you can evaluate which techniques have boosted traffic and conversions, and pick up on any areas where your website needs improvement.

PPC will usually focus on analysing click-through rates and conversions to see how customers are interacting with your paid content. Once you consider these indicators from an SEO perspective, it’s easy to tell which keywords are encouraging customers to take your desired actions. Measuring the performance of both organic and paid links allows you to compare which strategies are working best so that you can really elevate the quality of your site’s marketed content.


SEO is amazing for drawing in organic traffic, but after browsing your services and products, your customers could leave your site and never return – without making a purchase! So, how can you make sure that they are brought back to your website?

This is where PPC can save the day with its biggest tool – remarketing. PPC allows you to target users who have already visited a website, so you know they’re definitely interested. Persistence is everything, so when users keep seeing your brand’s links to a product they’re after, it becomes more tempting to purchase.

Remarketing is the perfect example of how SEO and PPC can work together, as your optimised original content entices users into your website, allowing PPC to later retarget any visitors who were a bit more hesitant to buy. If remarketing is something that interests you, you might want to give our quick guide for remarketing ads a read.

Optimise your landing pages for SEO and PPC

Having a great landing page is essential for a good user experience, but it can also affect your Google ranking. A well made landing page will improve your quality scores and push your website closer to the top of the SERP. In turn, the cost per click will reduce. This is where web design and development plays its part in ensuring your website is performing the best that it possibly can in Google’s rankings.

The benefits of SEO and PPC working together

It’ll save you time and money

Collaboration between PPC and SEO can improve your website and marketing strategy in so many ways, so it’s bound to save both time and money. The last thing you want is your SEO and PPC teams essentially doing the same thing, so communication between the two prevents you from spending extra money on paid links if you’re already gaining lots of organic traffic. It also means that you can overlap a lot of your data, saving valuable time spent on keyword research and instead allowing both teams to reap the benefits.

Increased brand confidence

Combining SEO and PPC massively increases the coverage you get on the SERPs. Like with anything, the more people see and recognise a brand, the more likely they are to trust it. No one’s buying from dodgy looking websites, so it’s important that you have a great brand presence and high Google rankings to elevate a customer’s confidence in your company.

It’s easier for clients

No one wants to hire 50 different agencies for every single branch of their business. If you’re able to cover both SEO and PPC strategies, the marketing tactics of any brand will be more streamlined and easier to manage. This means clients will be more likely to stick with you for the long run, as you’ve already got two important aspects covered.

At TAL Agency, we cover everything you need for an amazing digital marketing strategy, including SEO and PPC. Our specialist teams are always on hand to create a personalised plan for any business, so get in touch today to see which of our services are best suited for you.

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