Are you investing your time and energy into SEO or PPC and seeing little to no return for your efforts? It might be time to update your strategy to include both. 

SEO and PPC are often mistaken for being separate marketing strategies with no connection. However, marketers know they compliment each other’s success. 

Join Infoserve as we explore the various ways that you can combine your strategies to boost ROI and brand awareness in 2023. 

Why invest in SEO and PPC together?

Each area of digital marketing is a root of the same tree. 

The roots work together to gather nutrients (customers) that help the tree grow. 

Social Media Marketing is one root. Web Design is a second root. PPC and SEO are also individual roots. 

If you remove one root, the tree may still grow, but at a much slower speed with less intake of nutrients and therefore less branches will be open to you in the future. 

In order to help the tree grow to its full potential, you need to nurture every root in tandem with the others. 

So how does this work in relation to SEO and PPC marketing? 

PPC Ads nurture organic traffic

SEO is a long-term strategy that builds sustainable brand authority and ranking strength, but it can take 6 months to see results from your efforts. 

Consider the fact that over 6 million blogs are being published every day. Each of these blogs is battling for Google’s attention. 

So how do you stand out amongst your audience? 

Leverage PPC ads that expose your brand to customers while you’re waiting for your SEO strategy to take off. 

PPC and SEO work more in tandem than you might think. When you use PPC, you target a higher quality of customer who is specifically searching for the service you provide. 

By targeting the same keywords across SEO and PPC and creating strong SEO content that keeps your consumers interested, you can boost your ROI whilst simultaneously showing Google that your organic content is trustworthy and relevant. 

A simple strategy, but one that is proven to work. 

PPC gives you the trust factor

People subconsciously trust Google Ads more than they trust organic results. 

Why? 

Because Google trusted you enough to accept your ad proposal. 

But how does this impact organic traffic? 

Studies have shown that while consumers don’t always click on ads during their initial search, they are more likely to remember your brand if it appears as a paid ad. Therefore, they’re more inclined to search for your brand organically in the future. 

Keyword insights come naturally 

The biggest thing that SEO and PPC have in common is their use of keywords. 

The difference is that PPC lends you crucial insights into keywords instantly. These can then be applied to your SEO strategy to boost its performance. 

PPC can give you actionable information such as the click through rate (CTR) of keywords, commercial intent and which branded keywords drive the most traffic. 

PPC also allows you to A/B test ad campaigns using separate keywords which gives you the opportunity to refine your keyword strategy using results from your ad campaign. 

Boosts brand reputation

When you create a PPC ad, you have the opportunity to design a landing page that resonates with your customers. 

This can be done through sleek design features, emotive storytelling and the overarching landing page feature: simplicity. 

When we talk about simplicity with a landing page, we don’t mean to make it blank and featureless. Simply that it should guide your customer towards a single conversion point as smoothly as possible. 

If you give your customers a state-of-the-art, pain-free experience, they’ll remember your brand and return to you via organic search results. 

Take up space in the SERPs

This might seem greedy, but it’s a successful click through strategy as old as digital marketing. 

The ‘rule of seven’ is a marketing principle coined by Dr. Jeffrey Lant. It states that a consumer needs to be exposed to a branded marketing message at least 7 times before they take action. 

Consumer behaviour is constantly changing, so the figure of 7 might no longer be accurate, but the principle still applies. 

Consistent exposure to a brand is more likely to convert a prospective customer than a one off blog post they came across on the internet that one time. 

One of the easiest ways to do this is to take up as much space in the SERPs as you can using industry and consumer specific keywords. 

Think about it; if your landing page appears in the paid search results and then again immediately below in the organic search results, users will be more inclined to believe that you are a trusted business. 

Not sure where to start?



At Infoserve, our SEO and PPC team work closely together to ensure you achieve the highest ROI possible. If you’re interested in discovering what we can do for your business, please feel free to contact us today.