How do organic search and paid search work together?

Blog: SEO & PPC

Are you curious about the potential synergy between your website’s search engine optimisation (SEO) and pay-per-click (PPC) campaigns to improve traffic, generate more leads, or enhance revenue? PPC and SEO: Do they actually go together or are they totally unrelated?

Let’s look at how SEO and PPC interact, influence one another, and consider some best practices for doing so. Our goal in writing this post is to help you see how combining these two marketing strategies may enhance your website and produce better results. If you would like to speak with us directly, call us on: 0843 122 0204

Firstly, What is SEO?

Here’s a quick explanation of search engine optimisation, or SEO, in case you’re not already aware of it. A website may be made better using SEO in order to appear higher in searches for specific keywords or phrases.

For instance, a business that wants to raise the ranking of its website for “car body repair” might create detailed service page descriptions that contain this phrase, edit the text in the page titles and meta descriptions, and speed up the website so that it loads more quickly, and obtain links from websites that deal with supplying the materials. These are but a few instances of how a website might raise its SEO standing.

Secondly, What is PPC?

The advertising you see at the top and to the sides of searches on Google, Bing, and Yahoo! is known as PPC, or pay-per-click advertising (among other search engines or social media networks). The businesses who are there are paying to show above the organic placements they are known as “pay-per-click” advertisements.

PPC advertisements are often a cost-effective strategy to attract new customers. The cost to bid on particular words and phrases, however, varies. Due to the intense competition, certain keywords may be quite inexpensive while others may cost hundreds of pounds each hit.

SEO vs PPC

Does PPC influence SEO, or does SEO influence PPC?

Can my PPC Ads affect the SEO of my site? This is one of the first queries people new to PPC or SEO ask. for example, “Can my SEO impact my PPC ads?” Technically speaking, the answer is no—having PPC advertisements won’t affect how well-ranked your site is, and vice versa.

Having said that, there are ways that SEO and PPC may combine to improve your marketing strategies as a whole. Having PPC advertisements has various advantages that might indirectly influence how well your website performs, even though there are no SEO advantages.

How SEO and PPC may boost each other's websites

Let’s look at five approaches to combine SEO and PPC to strengthen your website, generate leads, and increase income.

Increased search engine visibility from SEO and PPC
As you probably already know, optimising your website for SEO increases your chances of appearing on the first couple of pages, or perhaps in the top spot, for one or more target keywords. Additionally, if you purchase PPC advertising with a high enough bid for the same phrase, your ad will show up towards the top of the page when someone searches for that term.

By optimising your website and investing in PPC advertising for that specific term, you can make sure that your brand dominates the search results and increase your chances of getting those lucrative clicks.

PPC aids in the recovery of lost search engine clicks.
You could believe that you don’t need to buy a PPC ad for a specific phrase if your brand is currently ranking #1 for that term organically (i.e., on search engines naturally). After all, what good is it to appear twice on the same page?

According to a research by Google Research, when search advertisements for a certain phrase were halted, only around 89% of the traffic they had been generating was replaced by traffic from organic results. Thus, even if your website is already ranked number one, halting your PPC advertisements might have a detrimental effect on your visitors.

You gain clicks and interest from searches that you may have otherwise overlooked by employing PPC. Even if you aren’t naturally on page one, PPC may still help you drive traffic from people seeking for your goods or services, and frequently for very little money.

Remarketing programmes provide you the chance to connect with prior customers.
Consider a scenario in which your website is doing admirably owing to your SEO efforts and is bringing in a respectable number of visits, but these are buyers or potential leads who take their time making decisions. Remarketing is a type of PPC that you may use in conjunction with SEO to get these site visitors back to finish their conversion or purchase later.

For instance, you may buy ad space from a website in Google’s network to show people adverts for the same office goods at a later time if they are shopping for office supplies on your website but want some time to think about it. This will prompt them to return to your website and finish the transaction.

By fusing SEO and PPC in this way, you may connect with past visitors and persuade them to return to finish a transaction or turn into a lead, when without remarketing they would have completely forgotten about you.

You may test new keywords for SEO using PPC.
It frequently takes a lot of effort, money, and time to optimise a website for search engines. There may be occasions when you consider focusing your SEO efforts on a certain term but are unsure if it would be profitable. PPC is one method of “testing” a keyword’s suitability for SEO.

Simply choose a term you believe will help you rank highly and convert (i.e., one you believe is highly relevant to your goods or services), and buy PPC advertising for it. For a time, keep an eye on the results to see how your website does. If you do well, this can be a sign that you should start optimising your website as well. If your PPC advertisements go flat, you may want to avoid SEO for this term.

PPC is one approach to test the waters on a search engine without spending a lot of time optimising your website for search engines because it often costs relatively little.

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