4 Ways PPC and SEO Can Work Together (And When They Don’t)

Search engine optimization (SEO) is the process of optimizing pages to rank in the organic results of search engines.

Pay-per-click (PPC) is a form of online advertising in which the advertiser pays a fee each time someone clicks on the ad.

There is no contradiction between the two marketing type. You don’t have to choose one or the other; you can choose one or the other. The best companies use both approaches.

Here’s how they work together and create magic:

create Search engine optimization content is the process of finding out what your target audience is searching for on Google and tailoring your content to their needs search intent.

First, you need to find out what they are searching for. The easiest way is to use a keyword research tool such as Ahrefs keyword browser.

Here’s how you can find keywords for a hypothetical coffee equipment store:

1. Heading to Arefs keyword browser
2. Enter relevant keywords (e.g. “coffee”)
3. go match term

Go through the list and pick keywords related to the website. For example, the keyword “how to grind coffee beans” seems like a good keyword to target.

Once we select keywords, we want to know what searchers are looking for. Sometimes keywords will give us an idea, but for sure we can look at the top ranking pages.

So click search results page button and click Identify intent See what searchers are looking for:

We can see searchers looking for techniques and methods for grinding coffee beans at home, especially if a grinder is not available. If we want to rank high, we may have to follow suit.

These are the basics of creating SEO content. But this alone is not enough. After all, as the saying goes, “If a tree falls in the forest and no one hears it, does it make a sound?”

This also applies to your content. You don’t want to create a void; you want people to see and consume your content. This is where PPC comes into play.

For example, at Ahrefs we run Facebook ads for our content:

We also run Advertisement on Quora:

This way, we can ensure that our content efforts are not in vain.

Links are important google ranking factors. Generally speaking, the more links your page has, the more likely it is to rank higher in search results.

But getting the link is hard. That’s why it’s still a reliable ranking factor. That’s why there’s an entire industry behind link building, and a plethora of strategies you can use, all with varying degrees of success.

One way you can consider building links to your page is to run PPC ads. In fact, we conducted an experiment a few years ago to prove that this was possible.

https://www.youtube.com/watch?v=Uz2bGhdnJN0

We spent approximately $1,245 on Google search ads and obtained a total of 16 backlinks to two different pieces of content. (About $77-$78 per backlink.) This is much cheaper than having to buy backlinks, according to our researchcosting approximately $361.44.

(If you get links through outreach, the cost will be higher because you have to consider the additional costs of software, labor, etc.)

depending on where they are on the web buyer’s journeyyou can convince them to take the next step.

For example, if someone finds your site through your article about the “best espresso machines,” they’re likely to want to buy it. Therefore, you can set up a redirect ad to encourage them to visit your espresso machine category page.

On the other hand, if a visitor discovers your site through your “What is a Coffee Grinder” article, they may still be in the early stages of their journey. In this case, it might be prudent to encourage them to sign up for your email list.

Every website has important keywords. For example, in addition to our brand and product terms, key keywords are “keyword research,” “link building,” and “technical SEO.”

Since these keywords are important, it makes sense to dominate the SERPs. You can do this by serving ads to them while ranking in organic searches. For example, Wix ranks for the keyword “build a website for free” in both paid and organic SERPs:

This is especially useful if you have a new or smaller website. Keywords that are important to you may also be important to your competitors. This means you can’t compete with them overnight.

Therefore, a good strategy is to first target these keywords through PPC while investing in your search engine optimization strategy. Over time, as you gain more backlinks and gain more Website authorityyou will also be able to compete with your competitors in organic search.

When to choose PPC

• You’re promoting a limited-time offer, event, or product launch. according to our polls, SEO takes three to six months to see results. If your event, offer, or launch is shorter than expected, it can end before SEO even takes effect.
• You need immediate, short-term results. If you need to show some results now, then PPC would be a better choice.
• You have a disruptive product or service. SEO depends on figuring out who people are already Look for. If your product or service is completely new, chances are no one will be searching for it.
• Highly competitive SERPs. Some competing websites in niche markets have large SEO teams and deep financial resources. Combined with Google Preference for well-known brands, if you are in these niche markets, it is difficult to compete. PPC offers a viable alternative to gain visibility on the home page.

When to choose SEO

final thoughts