3 Ways to Combine PPC and SEO for Your Marketing Strategy

A common strategy that amateur marketers do is sticking to one digital marketing tactic. Because it’s easy to track the results and Key Performance Indicators (KPIs) when limiting the marketing efforts in effect, many business owners are comfortable with sticking to one. However, limiting your business from the integration of different marketing strategies can prevent you from realizing the maximum potentials of your campaigns.

Integrating your marketing efforts

Some people say that Search Engine Optimization (SEO) and pay-per-click (PPC) marketing are two opposite sides of the advertising spectrum. SEO drives traffic to your site through a considerable time investment of boosting views and improving search engine rankings. On the other hand, PPC offers an immediate result of increasing your sales by driving traffic as quickly as possible.

What if we tell you that it’s possible to use both strategies at the same time?

Instead of using one over the other, you can take advantage of each other’s strengths to minimize the weakness of their approach.

In this article, we will share three ways to combine PPC and SEO for your marketing campaigns.

1. Use PPC to improve SEO and vice versa

SEO’s greatest strength is the utilization of keyword research to optimize your on-page content. Unfortunately, you will spend a lot of time going through a trial-and-error process of getting the right keywords that provide the best conversion rates. The time and labour you commit with this strategy can prevent you from reaching your content straight into your target demographic’s feeds. PPC gives your content the much-needed bridge from your landing page to your customer’s socials and search queries.

By researching the platforms that your customers most likely use, you can increase your PPC’s click-through-rates (CTRs) by incorporating your SEO keyword research. In turn, you can use the insights from these PPC ad placements to refine and improve the quality of your on-page content.

2. Create well-designed sales funnels

The key to high conversion rates is by having a tight and effective sales funnel. The optimization of your content plays an essential role in helping your customer through their buyer’s journey. However, it can be challenging to rely only on organic traffic to lead your customers from progressing closer to making a purchase.

You can use a robust SEO strategy that uses competitive keywords and topical on-page content to pair it with PPC to incentivize your customers to seek out your content more frequently. Doing this prevents the occurrence of dead ends in your sales funnels by providing your customers with extra touchpoints to motivate your customers in moving forward with their buyer’s journey.

3. Utilize social media and PPC

SEO’s most significant drawback is that it requires you to wait for a long time to get your return on investment (ROI). On the other hand, PPC and social media marketing can give you significant results overnight. PPC can instantaneously bring traffic to your site by using customer targeting to limit your ad placements only to your chosen demographic. It’s an effective method to attract new customers when launching your website or releasing a new product. Use PPC to drive consumers to your site, then, with optimized content through SEO, engage them with your brand with compelling offers and call-to-actions (CTAs).


In planning your marketing strategies, you shouldn’t be afraid to try out multiple approaches to see which one works best for your business. Some tactics can be more useful for your content and target demographic, depending on your service. The key to increasing your brand’s sales figures is by discovering the best methods to market your brand.

Analytics Beyond is a digital agency in Toronto that helps businesses in optimizing their marketing campaigns. We take your current marketing strategy to unleash its highest potential. Book a free analysis evaluation with us today to know more about how we can collaborate on a compelling campaign to increase your brand’s online presence!


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