Why SEO & PPC Work Well Together

14 December 2022

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SEO and PPC marketing for businesses are both promoted as an effective way to boost a brand’s online presence and increase website traffic – but what about using these two digital marketing techniques in unison? A holistic approach that combines both SEO and PPC in one strategy can deliver great results for your business and can be more effective than SEO or PPC alone.

What is the difference between SEO and PPC?

SEO and PPC are both inbound marketing strategies which aim to increase website traffic by improving the visibility of a website in the search engine results pages (SERPs). However, SEO marketing and PPC marketing for businesses are not the same.

SEO is the techniques which can improve a website’s visibility and ranking in the unpaid SERPs, also known as the organic search results. This includes on-page SEO, technical SEO, and off-site SEO strategies.

PPC is a type of online advertising where a fee is paid every time an ad receives a click. Types of PPC include search advertising, display advertising, social media advertising, and Google Shopping.

SEO marketing takes longer to build momentum, while PPC marketing delivers results fast. Once your ads are live, your website will be seen by people searching for the keywords you are bidding on.

The benefits of a combined SEO and PPC strategy

Many brands choose to run a combined SEO and PPC marketing campaign to achieve both short-term and long-term success. Because organic SEO takes longer to deliver results, running PPC ads is a quick way to increase traffic to your website while waiting for your organic rankings to improve. Managing a PPC campaign also offers insight that can benefit your SEO strategy, allowing you to test your keyword strategy and refine landing pages.

Investing in both SEO and PPC marketing for businesses will ultimately increase the visibility of your brand to potential customers searching for products and services like yours. Which in turn means more website traffic, and more business.

Increased visibility

Running a combined SEO and PPC marketing campaign for your business will give your brand more exposure in the SERPs, making your website easier to find for users. This increased visibility will lead to more website traffic, while also helping to build brand awareness.

Greater credibility

Ranking high in the SERPs will give consumers confidence in your brand and boost its credibility. A website that is running paid search ads while simultaneously appearing in the organic results below will be more visible, and as a result, appear more credible and trustworthy.

Shared insight

An integrated digital marketing strategy that includes both SEO and PPC will provide a more in-depth insight into how your brand is performing online. Studying how users interact with both your PPC ads and organic listings will give you a better idea of customer behaviour and what works well. It also makes it easier to test ad copy variations, including title tags and descriptions, to see which combinations convert – copy which can then be reused to improve your organic listings.

Improved landing pages

Building quality landing pages for your PPC ads will improve the overall user experience of your website, which can in turn increase your organic performance in the SERPs. PPC also makes it easier to control where on your website visitors land, allowing you to guide their journey depending on their search query.

Testing keyword strategy

PPC offers a good opportunity to test out your keyword strategy, before investing in a long-term SEO strategy. Running PPC ads is also a good chance to A/B test ad copy and landing pages to see what works. If you are new to SEO marketing for businesses, this allows you to quickly gauge the results that certain keywords can deliver and tweak your strategy if required.

Better targeting

When running PPC ads, you can target users by very specific criteria and at each step of the customer journey. This targeted approach will deliver greater insight into your target audience and should also deliver more conversions.


Once a user has engaged with your brand via an organic listing, remarketing allows you to target them with paid ads that encourage them to return to your website. This provides an extra opportunity to convert a potential customer while also further boosting brand visibility.

Ready To Learn More About SEO and PPC for Businesses?

Unity Online can use SEO and PPC to deliver great results for your business. By taking a joined-up approach, we can improve the performance of your website and ensure more eyes are on your brand. To find out more, get in touch.

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