How SEO and Paid Search Can Work Together

Search engine optimisation (SEO) and pay per click (PPC) are two different tools for your marketing strategy. Often these tactics are used independently but when used together properly you can get your site to rank higher on the search engine results pages (SERPs), turning more clicks into leads.

SEO is used to optimise your website organically. Ideally, you want to focus this on the use of keywords that potential customers might type into Google. The main benefit of SEO is that you don’t pay for clicks however it’s a long-term strategy. It can take some time to take effect.

PPC is the use of paid ads that you pay for per click. The most famous are Google ads. These also draw in customers to your site as you appear immediately on the SERPs when potential customers search for your company.

Combining PPC with SEO is the best way to achieve conversions. Here are some ways to do this.

Adwords paid & organic report
This report displays the results of both SEO and PPC channels. It’s useful as it provides you with the insights you need to improve your marketing strategy. You need to link your Google Ads account to search console account and then you can discover your ranking, competition, and performance.


If your budget is limited you can optimise SEO to gain more traffic to your website. Use focussed long-tail keywords which will mean your site has more authority for your specific niche or the products you sell. Find out which keywords and phrases are working for you and support these in your PPC ads. This will help your company appear immediately while your SEO takes effect.

Ad copy
Treat your SEO listing the same as you would your PPC copy. Make sure your SEO titles and meta are working as well as they can. Research the performance of your ad copy and find out which ads creating more conversions. You can do this within Adwords. A strong click-through rate (CTR) is one of the factors Google uses to rank your page. Ensure that you maximise this by using PPC and SEO together.

Keyword ranking
If your SEO isn’t working for your chosen keywords and is being overtaken by PPC ads, use PPC simultaneously to ensure you appear first in the SERPs. With the keywords that are working for you, incorporate these into your PPC copy.

Find out when and where your PPC is the most successful. To save money you could rely on your SEO on the days you don’t generate as many clicks for example. Monitor the performance of your PPC ads when they are on and off, and use SEO to support these.

If you are looking to optimise your website for Ecommerce SEO, get in-touch with us today!


Paul Baguley
Paul Baguley

Paul was included as a SEO contributor in a book called Digital Marketers Sound Off. He was one of 101 accomplished digital marketing specialists sharing their favourite tools, tips, tactics, and predictions for the future.


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