Digital Marketing 101: How to Properly Combine SEO and PPC

Nowadays, most businesses utilize digital marketing because it’s easier to reach more prospective customers online. There are many ways of doing this, but none are better than search engine optimization (SEO) and pay-per-click advertising (PPC). However, what’s usually done is that these two methods are done separately. Many marketers don’t know that they can work in tandem to provide better results.

In this article, we list down ways to make SEO and PPC work together. Read on below to get started.

More about SEO

Search engine optimization (SEO) involves optimizing a website to achieve higher rankings on search engine result pages (SERPs). This is done by altering a website’s content and structure to make it easier for search engines to rank it higher when a user searches.

In other words, you can say that SEO is the process of improving a website’s reputation on the Internet. This is done by enhancing its visibility on the web.

More about PPC

Pay-per-click (PPC) advertising is a marketing method where companies pay for every ad click on search engines such as Google, Yahoo, and Bing. This is to ensure that more people see their ads.

PPC advertising works by offering different ads to people interested in your company or product. This is called “pay-per-click” because users would only pay if someone clicked on their ad.

With the basics out of the way, here are some ways to make SEO and PPC work together:

Avoid Paid Keyword Traps

Whenever you’re targeting a niche market, one of the first things you’ll want to do is use a keyword research tool. This is because keywords help you generate relevant, easy-to-read content that will attract more readers, who would then become potential customers.

However, it is possible to use the wrong keyword, which would lead to your website appearing in SERPs that are not relevant to your business. This is called a “paid keyword trap,” and Google is trying to eliminate this kind of behaviour.

If you’re not familiar with this, it means that you’re targeting a keyword that is popular but is already used by another website. The result is that your business would get a lot of traffic from irrelevant leads. To avoid such a situation, ensure that you conduct proper keyword research before choosing your target keywords.

Optimize Landing Pages

One of the best ways to get more PPC traffic is to create a landing page designed to help funnel leads. The idea is to create a page that can help you easily convert your website visitors into customers.

Having a landing page would make it easier for you to direct traffic and tell them what you can offer. Furthermore, you can create a lead magnet to encourage potential customers to sign up for your newsletter or other marketing materials provided for free.

Monitor the Best Headlines and Descriptions for PPC Insights

When running a PPC campaign, it’s vital that you carefully look at the keywords you’re targeting. Keywords are what your adverts are targeting, and these are the words that would trigger an interested person to click on your ad.

One way to refine your adverts is by paying attention to the headlines and descriptions of your ad. By doing so, you would know if you’re focusing on the right keywords or not. If you notice that a word or two is not working well, you can change them to something more appealing.

Take Advantage of SERPs

Pay-per-click advertising is beneficial because it allows you to control where your ads show up, who they target and the cost. However, you can also take advantage of SERPs and make your ads appear there.

If you do this, then you can make sure that your adverts are within the view of as many target users as possible. Furthermore, if you’re charging for your PPC campaign, then you can make sure that you charge the most possible amount.


You don’t need to limit your digital marketing efforts to just one method. You can always make sure that you explore all options at your disposal and find out which one works best for your business. You’re sure to gain more profit in the long run when you do.

Analytics Beyond provides top-quality services for PPC advertising in Toronto. We know that different businesses have different needs, so our solutions are tailored to achieve any business goals you may have. Contact us today to learn more!

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