know edgeHow PPC and SEO Work Together to Drive Traffic to Your Site

Matt Edens

In the marketing world, Pay Per Click (PPC) and SEO are usually seen as two completely opposite worlds.

One is heavier on your marketing budget, but is straightforward with predictable results. The other may involve a lower budget, but it depends on keyword trends and algorithms, which change frequently, to get results. Which is better for your business?

The answer to that question depends on many factors. Your budget, CPC, and SERP for your targeted keywords just to name a few.

Choosing a direction is a tough call. It is also a call that we don’t think you always need to make.

There are pros and cons to both marketing strategies. We think the best way to optimize pay per click management is by also integrating SEO, so that they work together, creating the best of both worlds.

Four Ways Pay Per Click and SEO Work Beautifully Together

1. PPC and SEO work together to help you target your market at all stages of the journey, rather than just one. Implementing both strategies puts your brand in their view from the very first thoughts of research, through SEO reach, to the final decision to commit to your brand through a PPC feature.

2. If you were building a highway, and wanted it to be easily accessible and with good traffic flow, would it be a one lane highway or two? Marketing isn’t any different. You can generate more traffic, more leads, and more conversions by providing your market two separate lanes to travel in.

Most consumers will switch back and forth between the PPC and SEO lane, depending on their immediate need. The goal is the destination, and blending the two strategies makes it easier for them to land at your door.

3. Two strategies together provide twice the learning opportunity. Want to know which targeted keywords will really drive your SEO efforts? Look at your Pay Per Click keyword strategies.

What words are really getting your noticed? Which targets hit the mark every time? Fully optimizing SEO is hard work. Having personalized research from your PPC advertising takes away much of the guesswork.

4. Depending on your business, targeting certain expensive terms in your PPC strategy is not a cost-effective move. But, these terms cost more because they have the potential to yield massive results.

You can drive traffic for your business by combining the best of both worlds, by formulating a list of top-ranked, yet costly, search terms for your market and then integrating them into your SEO strategy.

At the end of the day, it is all about visibility. PPC and SEO work together on multiple levels to increase your visibility and drive traffic. Integrating the two strategies promotes market awareness and increases your confidence as a strong, viable presence in your industry.

If you are looking for a high-growth, integrated marketing strategy that drives traffic in ways no singular approach can, then a combination of SEO and PPC management is the only way to go.

We are invested in your success and want to help you achieve your goals. Get in touch with Knowmad Digital today, so we can talk about how integrated strategies might be the best thing ever for your business.


Matt Edens

A former marketing executive (and a data nerd at heart), Matt is a search engine optimization (SEO) and search engine marketing (SEM) expert energized by the competitive and ever-evolving landscape of digital marketing.


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