How You Can Use PPC and SEO to Complement Each Other

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PPC is a method of advertising where you pay for each click you receive on your website. Alternatively, SEO is a method of increasing the visibility of your website in search engines. This is done by optimizing the content of your website and making sure it is being indexed correctly.

PPC and SEO can be used together to create a comprehensive marketing strategy that can drive more leads and sales while reducing overall costs. By combining the two channels, you can capitalize on the strengths of each to help increase visibility, optimize user experience, and target the right people. 

In this guide, we go over how to use PPC and SEO as complementary tools for your marketing efforts.

How Do PPC and SEO Work Differently?

Organic search engine optimization (SEO) is an investment that pays off in the long run. It doesn’t cost you anything when people click on your listing from the SERP, making it free. It may take some time to get to the top of the SERP, but the rewards are worth it. 

On the other hand, by utilizing pay-per-click (PPC) advertising, your business can be at the top of the SERP immediately. This gives your company quick exposure to those looking for your products or services.

SEO is a process that takes some time to show results, but the effects are long-lasting. On the other hand, PPC is a type of advertising that shows results instantly, but the effects are only temporary.

How Are PPC and SEO Similar?

Both PPC and SEO aim to increase visibility on the SERP and drive more traffic to your website. Both also require some degree of keyword research and optimization, and both require an understanding of how search engines work. Additionally, both require consistent optimization and maintenance in order to stay at the top of the SERP.

When somebody searches for something on the internet, they usually click one of the top results. This could be a result achieved by paying for it (PPC) or by having the website appear high in the organic search rankings (SEO).

How to Use PPC and SEO Together

1) Optimizing Landing Pages

When using PPC and SEO together, it is important to create optimized landing pages for the keywords used in the PPC campaigns. This will ensure that the traffic from the PPC campaigns is directed to pages that are optimized to convert visitors into leads or customers.

If a PPC landing page quality score is low, SEO optimization for the keywords being focused on by PPC can increase the quality rating. In this way, SEO helps PPC become more effective.

2) PPC Using SEO Data

SEO data can help identify the keywords that are most likely to convert, as well as the best times to launch a PPC campaign. 

SEO data can also be used to determine which landing pages should be used in PPC campaigns. This will ensure that the traffic from PPC is directed to the best-optimized page for conversion.

3) SEO Using PPC Data

On the other hand, the data collected from PPC campaigns can be used to identify the most successful keywords and phrases. This can be used to inform keyword research and optimize content for SEO.


There is a strong connection between SEO and PPC. Both strategies can be used to optimize digital marketing efforts and increase website traffic. By leveraging the power of both SEO and PPC, businesses can maximize their online presence and reach their desired goals.

If you want to learn more about utilizing SEO and PPC, Marvel Marketing can help. We are a Calgary marketing company that can help you grow your online presence. Get in touch with us to learn how. 

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