Digital Marketing

Why You Need to Integrate SEO and PPC to Maximize Results

January 03, 2019Joel Mehler

Does your approach to digital marketing have search engine optimization (SEO) and pay per click (PPC) nicely compartmentalized into distinct, separate roles? Both SEO and PPC are vital components of a successful digital strategy that work towards the same goals – traffic, leads and conversions.

Even though they share common goals, many businesses still see these two digital marketing avenues as having nothing to do with each other. Their approach is you either do SEO or PPC, but why would you invest the time and resources into both at the same time?

The flaw in this thinking is in not realizing how these two strategies compliment each other to generate results that are even more impressive. Building visibility online and directing qualified, targeted traffic to your website is a complex and dynamic process. The more tools you have in accomplishing this the better. Here are 3 ways that your SEO and PPC campaigns can be working together instead of separately.

Illustration of Google Search browser.

Search Engine Domination

Maybe “domination” is a strong word, but with a combination of SEO and PPC management, you can increase your chances of making it onto page one of search engine results pages – and have a nice position there as a bonus.

Create More Exposure

Most of the time, it’s exposure on search engines that generates a significant percentage of the traffic to your website. If you’ve put the effort into search engine marketing and have built a PPC campaign with a great quality score, you’ve essentially doubled down on SERP presence.

Translation – you’ve created a major boost in brand visibility that’s going to fuel traffic.

Illustration of magnifying glass on open book lying on table on blue background.

Keyword Insights

Keyword research is an essential part of the process, regardless if you choose SEO, PPC or both. Because there are differences in how these strategies reach your target audience, they have their own set of tools and metrics that help determine the best keyword strategy for your campaigns.

One of the most significant benefits of combining SEO and PPC is that you gain deeper insights into the most effective keywords and how they motivate your audience. For instance, pay per click advertising is an investment, so using SEO insights to help you find the highest performing keywords for your brand can help make your PPC campaign more successful from the start. Likewise, adapting SEO to the highest performing keywords of your paid strategy can boost your organic reach.

Social Benefits

Paid ads on social media are great for capturing the attention of your audience, especially in video format. Take for example, how 71% of people find Facebook video ads to be relevant or highly relevant to them as a consumer.

PPC ads on social media can work to enhance SEM by clueing you into the demographic that is engaging with your brand with the most frequency. Social media insights offer metrics that you can’t gain from straight SEO – including identifying who the real people are who are interested in your brand and their online behaviors. These insights can be used to help you better target your SEO campaign.

Are you hesitant to integrate SEO and PPC? We can show you how it’s done and how to maximize results in the process.

Atlanta Digital Marketing Firm

Contact us today to speak with one of our marketing experts and request a free SEO or PPC audit. You’ll soon understand the difference of working with Double Up Digital.

Joel Mehler

A graduate of the University of Alabama, Joel was first introduced to digital marketing and SEO while participating in an international internship program in Barcelona, Spain. Joel maintains consistent oversight on strategy performance, client relations and day-to-day operations. Joel is an avid traveler and spends much of his free time in search of Atlanta’s next fun trend.