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In a world where every click is a potential customer and every search query a gateway to your brand’s discovery, the role of SEO and PPC becomes essential. Search Engine Optimisation (SEO) and Pay-per-click (PPC) marketing campaigns may appear as if they don’t always work together, but in fact, their strategies are closely aligned. In this useful article, we will explain all the details around how these campaigns are allies, and what our experts work closely together on behind the scenes of each strategy.

So, how exactly do SEO and PPC work together? Organic and paid campaigns work together to enhance your landing pages, create an aligned keyword strategy, expand your data insights and more. SEO and PPC, while distinct in their approaches, share a common goal: to elevate a brand’s online visibility and drive targeted traffic.

It’s not merely about choosing one over the other; it’s about harnessing the combined power of both to navigate the intricate maze of algorithms and consumer behaviour. To learn more about how to utilise these strategies to one aligned campaign, simply keep reading…

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What are SEO and PPC?

Let’s get down to the basics—SEO is essentially about making your website rank in the top spots on search engine results pages (SERPs). It’s a strategic combination of picking the right keywords, creating high-quality content, and building solid backlinks. Instead of a quick fix, think of it as a reliable long-term project that gradually amps up your site’s credibility and relevance in the vast world of search engines.
In comparison, PPC is comparable to a pay-as-you-go plan for the digital advertising world. Each time someone clicks on your ad, you pay a fee, while guaranteeing instant visibility at the top of the SERPs. It’s a shortcut to the best spots, offering a quick win for particular keywords and giving you laser-focused control over your budget and who sees your ads.

How does SEO work?

SEO is a comprehensive strategy designed to optimise a website’s performance on the SERPs. It encompasses various elements, ranging from selecting relevant keywords to technical optimisation and content quality.

One critical aspect of SEO is technical optimisation, which involves fine-tuning the website’s infrastructure to ensure it aligns with search engine algorithms. This includes optimising site speed, improving mobile responsiveness, and enhancing crawlability for search engine bots. Technical SEO ensures that the website is not only user-friendly but also aligns with the technical criteria that search engines prioritise.

Moreover, EAT factors—Expertise, Authoritativeness, and Trustworthiness—play a crucial role in determining a website’s ranking. Google, in particular, considers EAT factors as part of its algorithm to evaluate content quality. Websites that demonstrate expertise in their niche, establish authority through reputable backlinks, and instil trustworthiness by providing accurate and reliable information are more likely to rank higher.

Expertise involves showcasing a deep understanding of the subject matter, often demonstrated through well-researched and insightful content. Authoritativeness is established by earning high-quality backlinks from reputable sources, indicating that others in the field recognize and endorse the content. Trustworthiness is built by maintaining transparency, citing credible sources, and ensuring the overall reliability of the information presented.

How does PPC work?

PPC operates on a model where advertisers pay a fee each time their ad is clicked, securing immediate visibility on the SERPs. The effectiveness of a PPC campaign relies on various factors, including keyword selection, ad relevance, and the quality score assigned by the advertising platform.

Technical aspects of PPC involve meticulous keyword research and selection. Advertisers bid on specific keywords relevant to their products or services, determining when and where their ads will appear. Effective keyword strategy ensures that ads are presented to a target audience actively searching for related terms.

Quality score, a metric used by platforms like Google Ads, evaluates the overall quality and relevance of ads. It considers factors such as click-through rate (CTR), ad relevance, and landing page experience. A higher quality score not only leads to better ad placements but can also reduce the cost per click (CPC), making campaigns more cost-effective.

Additionally, ad extensions and formats contribute to the technical optimisation of PPC campaigns. Utilising ad extensions, such as site links or callout extensions, enhances the visibility and information provided in the ad. Ad formats, such as responsive search ads, dynamically adjust content based on user queries, optimising the relevance of the displayed information.

The landing page experience is a crucial technical element of PPC. The landing page should align with the ad’s messaging, providing a seamless transition for users from clicking the ad to engaging with the website. An optimised landing page experience positively influences quality score and contributes to the overall success of a PPC campaign.

Moreover, the relevance and specificity of ad copy play a pivotal role. Crafting compelling ad content that directly addresses user intent ensures higher click-through rates and improved campaign performance. A/B testing different ad variations allows advertisers to fine-tune messaging and optimise for the best results.

How do SEO and PPC services work together?

Now that we know the differences between each campaign, let’s talk about how they align.

The power of SEO and PPC keywords

Both SEO and PPC need to optimise landing pages for keywords with high-quality content to achieve great results. In the realm of SEO, meticulous keyword research is conducted to identify terms that resonate with the target audience. This organic approach involves integrating these keywords strategically into website content, meta tags, and other elements to enhance rankings on search engine results pages (SERPs) over time.

On the other side, PPC leverages immediate insights into keyword performance. Real-time data is collected on this keyword performance, including clicks and conversions, which is invaluable for both types of marketing campaigns.

From a PPC perspective, if the data highlights that the ad is not generating clicks or conversions, then it’s clear more work is required on the metadata and landing page to encourage new traffic. This insight is valuable from an SEO perspective to also tell marketers what’s working well on a targeted landing page, and what isn’t.

Both campaigns can target the same keywords within their strategy, and align their data insights to create a strategy that generates high-quality landing pages. This will then convert into results for both traffic channels.

Enhancing your brand awareness

As for brand awareness, Search Engine Optimisation and pay-per-click work closely together to elevate your digital presence. Through SEO, a brand establishes a lasting online presence by optimising its website content and structure. PPC allows a brand to secure a prime position on SERPs for specific keywords, ensuring instant recognition among the target audience. The combination of organic and paid strategies ensures that the brand appears prominently, whether users are exploring results over time or conducting immediate searches.

Expanding your data insights

The collaboration between SEO and PPC extends as SEO insights inform PPC strategy. Keywords that prove successful in driving organic traffic can be strategically incorporated into PPC campaigns to maximise visibility and capitalise on proven performers. This cross-channel integration of data ensures a cohesive approach to keyword optimization, aligning both organic and paid strategies with the terms that resonate most with the target audience.

Furthermore, PPC insights contribute to refining SEO strategies. Click-through rates, conversion data, and user behaviour observed in PPC efforts offer immediate feedback on the effectiveness of specific keywords and messaging. This data can be utilised to fine-tune SEO content, meta descriptions, and other elements to better align with user intent and improve overall organic performance.

Creating effective landing pages

The collaboration between SEO and PPC in creating effective landing pages results in a dynamic interplay of strategies. SEO lays the groundwork for organic growth and credibility, while PPC provides immediate insights and optimisation opportunities.

By consistently producing high-quality content and earning authoritative backlinks, SEO-driven landing pages enhance their perceived reliability. This credibility, established over time, complements the immediate impact of PPC campaigns, creating a well-rounded landing page strategy that balances both short-term conversions and long-term brand trust.

On the other hand, PPC campaigns optimise landing pages to maximise conversions. Advertisers design landing pages specifically tailored to the messaging and intent of their PPC ads. The alignment of ad copy with landing page content ensures a coherent and compelling user experience, a factor that is invaluable in boosting organic ranking positions.

Looking to bolster your digital marketing campaign? Get in touch with the experts at Circulate Digital

If you’re looking for an agency that collaborates its SEO and PPC strategies, then Circulate Digital is the right place for you. Our experts work hard to ensure that each marketing strategy aligns to provide your business with the best possible results. If you’re interested in learning more about our success stories, explore our Case Studies page for more information.

Alternatively, if you’re ready to jump into your new marketing adventure, then contact us today to learn more about how we can elevate your business.