In today’s dynamic digital landscape, marketing strategies are often divided into separate channels, with SEO and PPC being the prime examples. Both are powerful tools, but what happens when they come together?
Many digital marketers have weighed in on the relationship between these two giants of search marketing, exploring how they intersect, collaborate, and amplify one another’s strengths. In this article, we’ve curated insights from seasoned professionals who share their perspectives on how SEO and PPC not only coexist but thrive together. Read on to dive deep into their expertise, learn about the best practices, and understand the nuances of harmonizing SEO and PPC strategies for maximum impact.
Do you work in SEO, PPC, or a combination of both?
SEO. I used to touch both but PPC has gotten so hard to keep up with I can’t do both
Mordy Oberstein
A1: Both. I use the analogy of, “Do you want an apple today (PPC), or an apple tree that bears fruit for its lifetime (SEO)?” There’s room for both and situations that warrant each.
travis
A1: Used to be a bit of both, but primarily SEO these days.
Geoff Kennedy
Whichever side you’re currently on, are you sharing any kind of data or information across SEO & PPC?
A2: We like to share top performing keyword data with SEO teams so they can focus on long-term traffic with the same keywords.
Menachem Ani
A2: Ideally the data flows both ways. SEO can surface consumer queries that can fuel creative and content development. PPC can identify high volume queries that are worth pursuing organically, augmenting paid.
travis
For small businesses, we might begin with PPC for quick learnings (and results), and then push the keyword + landing page + funnel data to SEO
Rohan Ayyar
How can SEO and PPC campaigns better complement each other?
A3: I wish SEO + PPC weren’t as siloed. So much data would be helpful from one to the other. Especially keywords. At the end of the day, consumers likely hit multiple touchpoints prior to converting. Important to look at the full buyer journey.
Menachem Ani
A3: PPC can focus on converting BoFu prospects. SEO can focus attracting prospects to ToFu content. Then, use targeted engagement methods to increase conversions.
Sweepsify
Keyword synergy: By identifying high-performing keywords through PPC, you can refine your SEO strategy to target the same keywords. This dual approach increases your chances of dominating SERPs.
Megan Newman | eCommerce
How can PPC data be used to identify high-converting keywords for SEO and prioritize content creation efforts?
A4: We pull data from several places: – Google Keyword Planner (Search Volume, Keyword Ideas, Avg CPCs) – Search Term Reports (Top Converting KWs) – Auction Insights (Top Competitors) This data is typically useful for SEO.
Menachem Ani
A4: The downfall of planner/research tools is, they don’t inform if a given query theme converts for *your* brand. Your PPC data is exactly that, so it has an immediate leg up on other data. Both are valuable: one for long-term growth, one for quicker wins, in theory.
travis
A4: The CTR of your PPC for different keywords. Higher CTR suggests that the ad copy and KW combination resonate with your TA. Replicate successful keywords from PPC into your SEO content to improve organic click-through rates.
Megan Newman
What data from an SEO campaign is good to share with PPC to help enhance the PPC campaign?
A5: Share metrics such as time on page, bounce rate, and pages per session for different types of content. The PPC team can use these insights to create ad campaigns that direct users to the most engaging and relevant content.
Megan Newman
A5: Sometimes, we get keyword theme ideas from Search Console.
Menachem Ani
A5: Organic impression increases always precede clicks + ranking. But as soon as organic traffic converts, it’s gold to share with PPC efforts. Affordability of query themes & time to surface insights are important caveats, but data can (should) flow from SEO → PPC.
travis
How do you track conversions and touch points between SEO and PPC?
A6: While we measure campaign performance in Google Ads, we like to also look at Google Analytics cross-channel attribution to better understand the user journey.
Menachem Ani
– UTM Parameters – Multi-Channel Funnels in Google Analytics – Conversion Tracking in PPC Platforms (like FB Ads) – Attribution Models
Megan Newman
A6: This is the gazillion dollar question… The cleanest way I measure SEO is to track organic revenue where a SEO-created LP is the *entry point* for the session. Sure, the conversion may have outside influences, but the LP was the strongest magnet, deserving credit.
travis
How do you think about budgeting across SEO and PPC?
A7: In my mind, it’s more about balancing and diversifying traffic sources. I like to see something like: – 50% of traffic from Paid Media – 30% from Organic – 20% from Email/Direct/Social/Other
Menachem Ani
A7: Organic rev (mature state) can be 50%+. Till then, SEO should be a notable investment in brand health. Humans invest in diet, sleep, exercise for health/immunity, even though it’s hard to “track.” Smart brands invest in their own “less measurable” health indicators
travis
A7: I think an SEO budget gives more leeway for experimentation. PPC needs to focus more on immediate ROI to justify the budget.
Sweepsify
PPC is often positioned as a quick fix and SEO as a long game. Do you agree with this, and why/why not?
PPC can deliver immediate results, and SEO requires time to build momentum, the best approach is a strategic blend of both! PPC offers quick visibility and data insights, while SEO establishes a solid foundation for sustainable growth.
Megan Newman
Nitpicking, but I wouldn’t use the labels “quick fix” or “game.” Both are investments. Savvy marketers & biz owners treat them as such. They have appropriate expectations for payback periods, i.e. stock dividends vs. bond maturation. My analogy:
travis
What are your thoughts on how Search Generative Experience (SGE) will impact PPC and SEO?
A9: Google showed screenshots of ads in SGE at Marketing Live. We’ll likely see shoppable ads etc.
Menachem Ani
SGE has the potential to revolutionize both PPC & SEO! Enhancing user interactions with AI-driven search results, SGE can lead to higher engagement and more relevant ad targeting in PPC. SEO, it’s all about adapting to user intent and optimizing content for SGE’s
Megan Newman
A9: The fundamentals remain unchanged: Create helpful, relevant content that addresses people’s wants or needs. That lens services PPC & SEO regardless of the SERP output format. Shortcuts may save time today. And an alleviates a headache but doesn’t cure dehydration.
travis
The dialogue around SEO and PPC underscores a significant aspect of digital marketing: synergy. While each has its strengths and nuances, it’s evident that merging the insights from both can offer businesses a competitive edge. For brands aiming to make their mark in the digital space, understanding and harnessing the power of both PPC and SEO becomes vital.
Travis and Menachem Ani consistently remind us that while PPC offers immediacy in results, the long-term benefits and sustainable growth spring from a solid SEO foundation. Megan Newman’s approach hints at a balanced outlook, where both strategies are investments, not quick fixes or games. She emphasizes the importance of creating relevant content that caters to users’ needs and resonates with their intent.
Sweepsify hits the nail on the head by suggesting a strategic blend of both SEO and PPC. The immediate visibility and insights from PPC coupled with the sustainable foundation of SEO pave the way for a potent digital strategy.
In essence, the interplay between SEO and PPC isn’t about choosing one over the other. It’s about recognizing the unique strengths of each and then integrating them into a comprehensive digital marketing approach. By sharing insights, optimizing keyword strategies, and understanding the entire buyer journey, businesses can truly leverage the best of both worlds.
Jeremy’s Take: SEO and PPC Compound — They Don’t Compete
Owners treat SEO and PPC as an either/or budget fight. That misses the compounding. Do one channel well and it helps. Do two that reinforce each other — shared keyword intelligence, shared landing pages, retargeting the organic visitor — and the effect isn’t additive, it’s exponential.
Business owners don’t understand the compound effect of marketing. If you’re doing one thing great — well, if you did two things, it’s going to make that one thing even better. If you did three things, it becomes exponential.
Tom Malesic, Unscripted SEO Podcast
Channels compound. Tom Malesic on the compound effect of marketing in his Unscripted SEO episode.
See which channel is actually driving the sale.
Our Multi-Channel Attribution Tracking shows how SEO and PPC assist each other — so you fund the combination that compounds, not the one that just looks good in isolation.