How Do SEO and PPC Work Together?

Combining paid and organic campaigns can result in better performance when done correctly.

When it comes to SEO and PPC working hand in hand, two things come to mind, keywords and user experience.

SEO and PPC both run for the same outcome, website leads. But how you ask? Read below the simple ways that SEO and PPC work together!

User Experience

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This may come as a shock, but search engines love a landing page that is optimised well for users, good user experience equals a happy user and a happy search engine.

This works well for PPC as well as SEO, because the user navigation is smooth and transitional for a potential conversion on your site.

See below the top three areas that are important for both SEO and PPC when looking at user experience:

URL Structure

The URL structure of a landing page is important for both PPC and SEO, this is because you are telling search engines what that page is whether that’s a service or a product, you want a clean URL that does not appear spammy (with numbers and symbols) so this will be approved by Google Ads and recognised as a good link by search engines.

Having a strong a good PA URL long term works in favour to your site, with users interacting on your web page from both SEO and PPC increases the user experience interactions, so this could mean an increase in time on page, a positive impact on your bounce rate and more conversions, which works well for both SEO and PPC performance.

Page Speed

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Page speed is a big thing for SEO performance, and just as important to PPC as well. The page speed of the site is the loading time of a page when a user clicks on it.

This affects the bounce rate on the site as well and time on page and the site page views for SEO performance.

With PPC, the page speed has a big effect on the bounce rate and user engagement, if they clicked on your ad and have to wait 30 seconds or more for your site to load its a high chance they’re gonna go back and click elsewhere, so ensuring your site is up to speed is great for both PPC and SEO.

CTA & Conversions

Paid traffic and organic traffic are both here for the same outcome – Site conversions.

We want the users visiting your site to actually convert … right?
Ensuring that your landing pages are user friendly with the right amount of calls to action and factual information for the user to want to buy your product, you are on to a win.

You want to make sure that the user has all the information necessary and contact details that will help them convert, page speed, unnecessary pop-ups, lack of information and all other hindrances may prevent the user going forth with any potential conversion on your site.

This is something you need to make 100% before setting up your PPC campaign as you may be wasting your money on dead bids. If you think you need help with landing page design and PPC management then get in touch!

Keyword Research

Keyword research relates to both PPC and SEO??? What!?

Keyword search is the bread and butter of SEO and PPC. After all, every SEO loves the keyword planner tool Google Ads has to offer! Beautiful historical metrics with the volume, cost per click and competition all in one.

You don’t actually need to be running a Google Ads account to use this for SEO, but the keyword planner is definitely a good shout for finding new and relevant keywords.

If you are running a PPC account, then it is a great way of seeing what is popular and what is not on your keyword bids.

If you need more guidance on keyword research then read our blog on why keyword research is important!

Let’s get keyword crazy!

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Hopefully, this post has given you a few insights on how PPC and SEO work together and ways to utilise you landing pages for the best outcome in both areas! So go ahead and get keyword crazy folks!