As SEO service providers providing an optimized online experience, we hear a lot of the same questions, comments, and concerns from our clients. These interactions help guide us to provide the best answers and assistance that we can for your online development so we can meet you where you’re at.

One such comment that comes up a lot is a push to go for SEO or PPC, and an attitude that seems to suggest there can be only one. Sure, you could just choose one, and you can certainly see some results. But the fact of the matter is, there is no better time than now to let SEO & PPC work together.

Why?

Let’s back track for a minute. SEO targets organic search results, while PPC provides paid search results. Both are part of online marketing strategy at large, and both are geared at increasing visibility. While the ROI for SEO tends to be higher, a solid PPC campaign strengthens a brand’s reach and helps them attain the new customers essential to business growth. Suddenly, choosing doesn’t seem like such a great option.

How They Work Together

A great option for your digital marketing strategy in 2017 (and what we like to do for our clients) is using PPC as a supplement to an SEO campaign. Again, yes, it is possible to get results using only one of the two. But when used in conjunction, you target two factors of the entire Google (or Bing, Yahoo, etc.) pie. If you already intend to pay to either hire or learn about/employ digital marketing services, you might as well ensure you’re getting the most bang for your buck. By using SEO and PPC together, you’re doing just that.

What I feel is one of the single most important benefits of using SEO and PPC together is finding high performing ad content and copy. Let’s say you have a PPC campaign, and one phrase of chunk of copy is really driving conversions and positive user engagement. By seeing which ad copy that is, you can then turn around and use it in your SEO organic content strategy.

The tracked data that comes with a PPC campaign can point your SEO strategy in the right direction. The two are not mutually exclusive, and by telling yourself you have to pick one, you’re capping off a lot of online potential.