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November 2, 2018

How should PPC and SEO work together to gain visibility?

Pay Per Click (PPC) and Search Engine Optimisation (SEO) are two digital marketing techniques that seem to be in constant contradiction of one another.

PPC, a quick fix to fly to the top of search engine results, SEO, slowly crafting your website’s content and design so it fulfils search engine criteria; it’s often believed you have to pick one over the other, well what if we told you, that you don’t.

Before we start combining the two search engine marketing techniques into practice, let us remind you of how PPC and SEO are dissimilar; after all it’s these distinct differences that let them work so well together.


Pay Per Click

PPC is a marketing practice whereby the owner of a website pays a fee each time one of their ads is clicked upon by a user, in return for appearing higher in search engine results. It is a technique which essentially buys visits to your websites, you bid for an ad placement in a search engine’s section of sponsored links of a specific keyword or phrase that relates to your website’s purpose, service or product. PPC campaigns can be very difficult to run successfully, as you have to research, select and organise each keyword you wish to bid on.

Search Engine Optimisation

SEO, however, is a marketing discipline that focuses on growing visibility in ‘organic’, non-paid search engine results. Your website can do this by adhering to specific criteria and guidelines that each search engine uses to deem whether a website is trustworthy, reputable and high quality, if a website fulfils enough of these requirements then the search engine will rank it higher in the results. This can be achieved by creating new content, modifying your website’s design, ensuring that it has a quick load time, amongst many other things.

Teamwork Makes The Dream Work

So, how can these two seemingly disparate techniques work hand in hand? Well it turns out quite easily. Below, we’re going to list two ways in which you can combine PPC and SEO techniques to increase your websites’ visibility in the SERP’s.

The first is by testing what PPC ads are going to work best, you can better inform the content that you produce for organic search engine results. For example as you’ll already likely know, the most common method of testing a PPC ad’s profitability is by selecting two different variants of the same keyword phrase and see which one generates the better click through rate (CTR), this is popularly referred to as A/B testing.

Once you can see which keyword phrase has the most prolific CTR, you will be able to also find out which title tags are the best performing as well. Using this information you can then integrate said tags into your own content, thus boosting your ranking in your respective search engine’s organic criteria. This is an efficient technique for your website to gain visibility, which would have taken a much longer period of time if only using SEO techniques without utilising PPC principles as well.

The second way, in which PPC and SEO working in tandem can help your website to gain visibility, is by implementing keyword and search terms that may have been previously out of your reach into your organic content. Unfortunately, every digital marketing agency, department and business has a budget and often those restrictions limit as to what we can achieve, especially in the realms of PPC. We’ve all had the experience where we’ve found the perfect keyword and search term only to discover that they are not attainable due to our budget’s constraints!

However, if you have an organic SEO campaign running alongside your PPC marketing project, you can target these very keyword and search terms using natural, more organic techniques. So, just because you can’t afford to implement expensive Google AdWords into your PPC campaign doesn’t mean you have to stop using them to inspire your SEO driven content.

The Goal

I hear you ask what all this hard work amounts to, well when you combine SEO and PPC correctly, it should lead to an exponential rise in your website’s visibility, giving you an advantage against any and all of your competitors.

As you will undoubtedly already know, Google displays a section of dedicated ads before its organic results, a section, if you have the financial backing, is quite easy to top for your respective search term.

While not every visitor clicks on these sites, the exposure of being at the top of the results for your desired search term, key word or phrase is incredibly beneficial for your website, but by combining PPC with SEO you will also appear at the top of the organic search engine results as well.

Visitors will then be first met with your site in the paid rankings and then once again when they reach the organic results, and considering that a sizeable chunk of Google’s users acknowledge ads but prefer to use organic results instead, you’ll likely notice an substantial rise in visitors to your website.

If you’d like to find out more information on SEO or PPC, get in touch with a member of our expert team on 01245 287 864, today.



Ben Austin

With a solid background in the sales and finance industry, Ben was inspired by the possibilities of SEO after propelling his own website to search engine success. With a natural flair for digital marketing and a strong work ethic, his entrepreneurial streak soon took over, leading to the birth of Absolute Digital Media.

Naturally ambitious by nature, Ben didn’t stop here, instead pushing the business to new heights, offering a wider range of services to more and more clients. He is now proud to employ a number of SEO, PPC, web design, social media, copywriting and marketing professionals and is driven by all things digital marketing. His passion and persistence have led the company to multiple awards and accolades, such as the company being awarded the prestigious ‘Best Use Of Search – Finance’ award at the UK Search Awards 2018 and announced as Digital Agency Of The Year at the 2018 Southern Business Awards. When he’s not busy leading the company on new ventures, Ben enjoys spending time with his wife and children.

Email b.austin@absolute.digital

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