Traditionally, SEO and PPC have been considered as two separate entities. SEO focuses on increasing the website traffic from organic search engine results. Contrastingly, PPC is all about generating business leads via paid advertisements. However, SEO and PPC have the same goal of capturing more leads and improving sales.

So, why not use SEO and PPC together instead of working separately? It’s only logical. The question should not be whether to use SEO or PPC but how to combine both systems for better results. This article will discuss how combining SEO and PPC can help deliver an ideal B2B campaign with more traffic and better brand visibility. Continue reading below to get the best possible results for the business.

SEO and PPC – The Differences

While both these techniques come under the umbrella of search engine marketing, there are some key differences. Paid ads can be seen at the top of search engine listings ahead of the organic rankings. Advertisers benefiting from the PPC ads have to pay an amount for site visits.

The results from PPC campaigns, be it traffic, awareness or conversion, is immediate. SEO strategies take a specific time, and businesses might have to wait for several months to get a return on their investment. But, once SEO starts generating results, the changes are long term and are profitable for the business.

SEO and PPC – The Similarities

SEO and PPC have some obvious similarities that are worth checking out. Both aim at driving website traffic and generating leads/conversions in return. While one uses a paid source, the other develops organically, but the result can be the same. Again, both of them are keyword-driven tactics.

SEO analyses important terms to optimize title, keyword and website content. In PPC, advertisers use keyword research to find the popular phrases to bid and exclude the irrelevant ones. SEO and PPC are supportive of each other, bringing traffic to websites in both campaigns.

Using SEO and PPC Together

Search Engine Optimization and Pay Per Click differ in many ways. However, both can work together harmoniously to produce great results. Here’s how combining both of them can benefit the business.

1. Increased Sales and Better Lead Generation

Websites on the first page of search engine result pages (or SERP) get more than 70% of online traffic, and most of the traffic comes from the top five websites. A PPC ad will take a business to the top of search query results. So, it’ll be the first result a user will see and attract more clicks, ultimately more sales.

But a website must have a robust SEO strategy because not every user will click on the ads. SEO and PPC will give double exposure to SERP. Users will first see the ads at the top first and then again in the organic results. It increases the chances of the user’s confidence and garners more clicks.

2. Brand Awareness

Relying on SEO solely to improve brand visibility is a herculean task because it takes several months to produce results. As a result, the business remains buried and would never make it to the first page of organic results until then. This further means no meaningful visibility of the website.

But this situation can change with a PPC campaign alongside SEO. PPC will bypass the algorithms of Google and Bing to appear on top of SERP for a given keyword. As a result, PPC will provide better brand visibility for the business and establish the brand presence in both the short term and long term.

3. Keyword Symbiosis

Keyword optimization is quite crucial for both SEO and PPC. The SEO team must know which keywords to optimize to boost ranking. Again, PPC campaigns are not successful if one doesn’t know the bidding keyword. There are several keyword tools available to help businesses. But one doesn’t know which is the best keyword until they’re put into action.

Run a PPC campaign to target multiple keywords for a month. In the end, compare the data and find which keyword(s) have the most leads and user engagements. This information can be passed to the SEO team, who would conduct their campaign to target these particular keywords.

4. Better Decision Making

Finally, both SEO and PPC can work together to offer a significant source of data for decision-making purposes. One can examine similar metrics from these campaigns like click-through rates, bounce rates, time spent on site and conversion rate.

This data can help in analysing keywords to generate sales. Again, it can help in better decision-making regarding marketing and changes to the website. Using SEO and PPC together can provide double the data and better decision making.

Tracking and Measuring Performance

Different businesses have different objectives. Traffic and conversion are the two most important targets for any online business. The SEM goals for a business should not be overly simplistic and not complicated either. The goals must cover details like

  • Total traffic generation.
  • Budget to spend on the leads.
  • Time duration to earn the traffic.

Advertisers must measure numerous PPC KPIs, but the most important ones are click-through rates and conversions. By analysing these two things, advertising can understand which terms are beneficial in generating revenue.

The SEO department of the business can use the best performing keywords for content creation and on-site optimization. From an SEO perspective, the crucial metrics are

  • Organic traffic
  • Keyword ranking
  • Organic conversion
  • Time spent by a user on a page

Measuring the above metrics using Google Analytics will allow site owners to understand whether they’re targeting the correct keyword or not. In this way, SEO and PPC can work together in elevating the website performance and business profitability.


Breaking down SEO and PPC silos unlocks a world of opportunities. It’s not about SEO vs PPC anymore but combining them both for search market glory. Both can craft a holistic approach for an ideal B2B campaign by increasing competitive advantage across best-performing channels and reaching the target customers.