How PPC and SEO work together | Digital Dot

How PPC and SEO work together

PPC and SEO go together like cheese and fine wine. While fantastic on their own, these two digital marketing strategies have the power to do so much more when combined. By complementing each other, they can drive traffic to your website like never seen before, thus leading to faster growth. But how exactly do PPC and SEO work together? That is a question our digital marketing agency NYC residents recommend intends to answer!

Search Engine Optimization (SEO) in a nutshell

SEO stands for search engine optimization. It refers to techniques to increase a website’s visibility on search engine result pages (SERPs). Web content (blog posts, landing pages, product pages, etc.) may be optimized for search engines by using keywords in a natural context. The more appealing the content is to a search engine’s algorithm, the better it will rank. Or rather, the higher it will be positioned when a user searches for related keywords.

Blocks spelling out ''SEO''
Search engine optimization (SEO) is all about keywords.

SEO relies heavily on keywords, as they are the ones that help prioritize how content is ranked. Think of it like this. Wouldn’t it be absurd if a plumber’s blog article was to compete in rankings with that of an electrician? After all, they aren’t related in any way. Furthermore, a user looking for a plumber would be equally perplexed to see an electrician’s website at the top of the search results.

That’s where keywords come into play. Their job is to determine how content is ranked and which content to rank it against. At the same time, with the help of those exact keywords, search engines can completely disregard websites riddled with spam.

As an experienced NYC SEO company, we know that the better the keywords are and the better they fit into the content, the more likely a page will assume a high position on a SERP. On top of that, having highly ranked position on a SERP leads to a boost in traffic, prospects, and, naturally, higher conversion rates.

Pay-Per-Click (PPC) advertising explained

Now that we have covered the basics of SEO, as PPC agency NYC experts, we will also explain the notion behind pay-per-click (PPC) advertising. Generally speaking, pay-per-click ads are what search engines, social media sites, and other websites sell. The name comes from advertisers paying the platform when someone clicks on their ad. These ads range from ones with text to those that include pictures or videos. They are typically placed at the top or along the sides of a website page, both considered high-traffic areas. Furthermore, they are carefully made to encourage clicks.

A person clicking on a mouse.
Pay-per-click ads, as their name suggests, rely on clicks for revenue.

While PPC is usually a cheap way to drive traffic to your site, the price can significantly vary depending on your keywords or keyphrases. Simply put, this costs whatever the market will bear, meaning you will be expected to pay more if the desired keyword/phrase is searched often.

A pay-per-click (PPC) campaign’s results are visible immediately and can be tracked, but they usually disappear once the campaign is over. Because of this, you need to use SEO in combination with it. PPC and SEO work together to get more people to visit a site and, ultimately, help you drive more sales.

What happens when PPC and SEO work together?

Used alone, both PPC and SEO are great tactics. However, seeing as they share the same goal, and that is mainly to increase visibility and boost traffic, combining them makes absolute sense. When unsure of their advantages when used together, consult the following.

Better keyword analysis

You can better understand keyword data by using PPC and SEO campaigns. It’s simple. If you run both drives simultaneously, you’ll have twice as much data to analyze. This will help you determine which keywords have higher conversion rates and where. Thanks to this information, you may be able to improve your overall marketing strategy.

Person analyzing data on a laptop.
When PPC and SEO work together, better keyword analysis is a byproduct.

Testing SEO waters is possible with PPC ads

Knowing which keywords would aid your SEO efforts without spending time and money to change the website is complex. Not to say impossible. However, to solve this problem, you could use a PPC campaign to buy keywords or phrases you believe are highly relevant. Once you have done so, ensure you keep track of their performance throughout the campaign duration. You can¬†incorporate those that perform well into your website’s content and metadata.

Counteracting effects of negative reviews

Let’s say a customer was to submit a negative review or negative publicity was to start circling your company’s name. What would you do? Would you pray nobody read it, or would you perhaps try to cover it all up? What if you did none of the two and instead employed SEO and PPC to help polish your image? But how exactly are you supposed to use tools to increase sales? Well, it’s simple. This time, you would not be using them for promotional activities. Instead, you would use pay-per-click ads and the right keywords to get people to a page where they can hear your side of the story. Through PPC and SEO, it is you who can control the narrative!

Launch your business to success using the combination of PPC and SEO

While powerful on their own, when PPC and SEO work together, they compensate for what they both lack. To stay particularly relevant, we suggest combining PPC trends for 2023 with the latest innovations in SEO. That way, you’ll get even more out of the two, thus ensuring ultimate success for months and years!


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