SEO and PPC Strategies that Work Together to Maximize Results

Search engine optimization and pay-per-click advertising are often viewed as separate marketing tactics. While SEO focuses on organic results and PPC focuses on paid results, both campaigns aim to increase search visibility and drive valuable traffic to your website. By integrating both strategies as a digital marketing team, you can achieve untapped growth potential that neither channel could ever accomplish. 

As a member of the Forbes Agency Council, I was part of a 15-panel team of experts who helped illustrate how these two strategies go hand-in-hand. Below is the advice that I shared in the article published at Forbes.com. 

Explore Both Channels To Maximize Keyword Success: SEO insights can be used to build out search engine marketing campaigns, especially for first-time advertisers. Keyword Hero unlocks SEO keyword conversion data that helps us avoid poorly converting keywords. We also use SEO to target keywords that offer volume but are unprofitable for paid search. And conversely, PPC can be used for terms that are profitable but rank poorly in organic results. Both channels matter! 

At Eyeful Media, we believe that breaking down the perceived silos that often separate organic search and paid search campaigns is critical for maximizing client success. Instead of working toward individual success through two different marketing channels, we believe in working together as a team. We have also seen the staggering growth that can be accomplished in search marketing with these strategies and tactics are part of one cohesive program. 

To successfully work together between organic and paid search teams, it’s important to communicate across channels. What keywords are being targeted from an SEO standpoint? What keywords are best to target from a paid standpoint? Those are the first couple of questions your team should be asking. From there, communicating SEO and paid search wins internally can also make you more nimble and effective. 

For example, we will use paid search strategies to target keywords we still need to rank for organically. Or, in other cases, we may double down on a top-organic ranking to own both the organic and paid result on Page 1. We may also pull spending back on top organic keyword rankings in other instances, depending on the overall goals of our marketing campaign. 

Below is a list of 15 ways to integrate SEO and PPC provided by other contributors and me for Forbes. For actionable insights and the next steps to execute each strategy, visit Forbes.com to read the full article.



15 Ways for SEO and PPC to Work Together and Drive Growth

  • Test and identify target keywords with PPC 

  • Use PPC to control your SEO narrative 

  • Identify top keywords for PPC bidding 

  • Combine tactics to increase site visibility 

  • Explore both channels to maximize keyword success 

  • Claim expensive PPC keywords via organic SEO

  • Strive for keyword symbiosis 

  • Preserve PPC rankings with SEO strategy 

  • Execute singular strategy across multiple channels 

  • Analyze Google search console to inform both strategies 

  • Build your SEO and quality score to lower PPC costs 

  • Use data from one to enhance the quality of the other 

  • Identify SEO keywords, then target them via PPC 

  • Assess SEO trends to identify (and exclude) PPC keywords 

  • Use technical SEO to optimize and support PPC

Antonella P.