SEO and PPC: The Integration

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Any e-commerce marketer goals to drive more website traffic and conversion by implementing the best strategies. Strategies like SEO and PPC are being debated upon as to which one is superior in e-commerce. Is PPC better than SEO? What many don’t know is that these two can actually work together.

In this article, you will learn the best approach for these SEO services.

How Do SEO and PPC Differ?
Search engine optimization (SEO) is the process of optimizing a website to increase visibility in search engine results. This technique anchors on consistently gaining more organic traffic by improving on-page and off-page SEO.

Pay-per-click (PPC) is an advertising model where businesses pay a fee every time a user clicks on one of their ads. The most common type is paid search ads.

Here are the differences:

  • Cost – Using SEO to increase organic results is free while PPC requires a certain amount of money for the ad.
  • Position in the Search Result – PPC ads appear in a special section at the top of the page while the organic search results appear below the paid ads.
  • Amount of Traffic – SEO is reliable for a steady stream of traffic while PPC depends on the amount you are willing to pay to keep the ads running and acquire new traffic.

How Do SEO and PPC Work Together?
If your website is new and you would like to promote your brand but on a budget, PPC is recommended to be used first then follow up with SEO. A digital marketing agency will usually suggest this method for new businesses to have a quick brand exposure and obtain a list of potential clients.

The second alternative is to utilize SEO and PPC at the same time. This unified marketing method maximizes budget efficiency and brand visibility.

Here are the best ways to combine:

  1. Visibility – Dominating the organic and paid search results will provide better impressions in the market; thus, gaining more traffic and potential conversions.
  2. Share Keyword Data – Running organic and PPC campaigns together will give you both data to analyze. Use the information you gathered for the overall performance of your website.
  3. Use Best PPC Ad Copy for SEO Strategies – PPC provides speedy results. Given the data from PPC ads, you will have an idea of what works and what doesn’t. It allows you to apply the working title tags, meta descriptions, and page content for the pages that you want to rank organically.
  4. Connect E-Commerce Feeds with AdWords – Google has an option that allows you to link PPC ads to specific product pages. These ads display the product/services, the reviews, and will even take you directly to the page where users can purchase the product or services.
  5. Use Search Data to Inform PPC Keywords – Enable site search on your website and notice which keywords your customers use to find your product or service.
  6. Combat Negative PR – Guide the conversation more effectively by controlling the SEO and PPC results for a specific term. Use this to inform users about your side.
  7. Utilize Social Media Strategy – Run paid ads on social media like Facebook, Instagram, and LinkedIn to help you gather useful information about your target audience.
  8. Test Organic Keywords with PPC – Run paid ads using the specific keywords you want to test for your organic strategy and monitor how your audience engages with them.

Both SEO and PPC are powerful marketing strategies that when combined can produce greater results – better visibility and higher traffic. If you want to try this out, consult an SEO expert.


If you like this article, you may want to read this article about Whys, Whats and Hows on YouTube Advertising.


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