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Recent 15 Dec 2019

Combining PPC and SEO

Why the Best Digital Marketing Strategies Include Both PPC and SEO

by Becca Stebbin, Lead Content Strategist

Hate to be cliché here, but teamwork really does make the dream work. That’s why a marketing plan with both Pay-Per-Click (PPC) and Search Engine Optimization (SEO) will give you the best results to drive web traffic (if done correctly, of course). 

At Lifted Logic, we’ve found that our clients benefit the most when we combine SEO and PPC techniques. Still not sure? Then keep reading to learn why the best digital marketing strategies include both PPC and SEO. 

SEO and PPC… Some similarities, with key differences

There are some people who believe that SEO and PPC should be seen as separate marketing strategies. We say, why separate something that works better together? 

With both, using keywords is important to appear on a search engine results page (SERP), but the main difference is how you obtain traffic. PPC is a paid advertising method, meaning you pay each time someone clicks on your ad. 

PPC 101: What is Paid Search Marketing? →

On the other hand, SEO is organic. You don’t pay for the clicks, but you do have to put in effort to optimize your site and content to make appear on a search engine’s first or second page. 

So why do SEO and PPC work best together? Drum roll please… 

Google found that dropping your PPC efforts to solely focus on SEO leads to an 89% drop in clicks. Eighty. Nine. Percent. That’s a lot, folks. 

But what if my website appears on the first page of a search engine organically? I don’t need to pay for clicks I get for free, right?

Eh…not quite. Even if you rank high organically, without PPC you’re still missing out on clicks. In fact, if you add PPC, you can increase your amount of clicks by 50%. 

Plus, the benefits of combining the two techniques goes beyond getting more clicks

Brand awareness

The more you appear on SERPs, the more people will begin to recognize your brand and see you as a key figure in your industry. Credibility is a huge deal when trying to pull in customers. 

Keyword data

Combing PPC and SEO allows you to look at data from both. Google is a business after all, so they don’t ever quite give up on their “pay to play” game. By utilizing PPC, you’ll earn access to a whole new breadth of data on your audience’s behavior, demographics, and keywords.

Organic strategy

Oftentimes, it’s much more effective to test out keywords using a PPC campaign. If the keyword works great in PPC, you can add it to a long-term organic marketing strategy. Plus, if your PPC content pulls customers in, you can use the same wording for your meta descriptions and page content. 

Get started with Lifted Logic

Lifted Logic is a premier digital agency that makes implementing the best marketing strategies with SEO and PPC easier than ever. Our team of marketing and SEO gurus know how effectively take your business to the next level by increasing your web presence. 

Get in touch with our team by calling 816.298.7018 or use our cost calculator tool today!

About the Author

Becca Stebbin, Lead Content Strategist

Becca was a Content Strategist before it was cool, building SEO best practices into digital marketing strategies for our clients well before it was an industry standard. Her experience at the forefront of digital marketing and SEO serves her well as the intrepid leader of Lifted Logic's Content Department.