SEO and PPC Working Together


From Tom Brady and Gisele Bundchen, to Jay-Z and Beyoncé, and Bill and Melinda Gates, power couples can be a beacon of success for any duo. While wildly successful on their own, power couples tend to accomplish even greater things when working together. The aforementioned names may be the crème de la crème of power couples, but there is another set of names ready to take the throne… in the digital marketing world: SEO and PPC.

While most search marketers tend to treat SEO and PPC as separate ventures, a treasure trove of success can be unearthed when using them simultaneously. Here is the L-O-V-E of SEO and PPC working together:

Lure New Customers

PPC allows for the ability to A/B test different ad copy and to learn what will drive higher click-through rates for potential customers. SEO analysts can then utilize this shared content and adjust their SEO strategy. With more immediate click-through data, SEO analysts can shift their meta descriptions, titles, and page content to lure new customers.

Organic Keyword Testing

SEO keyword testing generally takes a long time. Once you update a page with a targeted keyword, it can take a few months to see the movement of the keyword and ranking progress. PPC changes that. PPC allows for immediate keyword testing in a shorter amount of time. By bidding on certain keywords, you can get results in days, not months, and use that data to better target keywords for SEO. PPC can better test and monitor keyword click-through and performance. Using this data can pay in spades for SEO efforts.

Visibility on SERPs

When a user enters a search query on Google, they are generally presented with 10 organic listings and a handful of paid ads at the top. With SEO and PPC working together, they can focus on similar keywords, increasing the likelihood of your website’s listings showing up multiple times per search. If you look at it from a numbers perfective:

10 Organic Listings + 3 Paid PPC Ads = 13 total. If your website has a Page 1 ranking along with 1 PPC listing, you dominate 15% of the SERP listings.

By having a one-two punch, you can dominate more space on SERPs and gain the attention of potential customers.

Extrapolate Data into Future Strategy

SEO tends to offer better long-tail keyword information that PPC cannot always uncover. PPC generally works on finding large search volume keywords that attract a lot of eyes, but high-performing long-tail keywords can be difficult to pinpoint. Long-tail keywords are extremely valuable due to the specificity of the search term. Studies show that customers who use long-tail keywords tend to be closer to the point of purchase. By bouncing SEO and PPC data off each other, you can see what’s effective with each and refine your strategy going forward. Leveraging the data from both can spell great success in you SEM ventures.

PPC agencies and SEO agencies working together can make a huge impact on your search marketing strategy. By weaving the strengths of each discipline, you can lure new customers, test organic keywords, increase your brand visibility on SERPs, and extrapolate data from each into a strong future strategy. What’s not to LOVE?!

Titan Growth is an SEO and PPC agency based out of San Diego, CA. As a Google All-Star partner, we work to achieve our clients’ digital marketing goals and grow their online presence. Contact us today and discover the Titan Growth difference.

Contributed by: Eric Stinson