How PPC and SEO Work Together
To some people, PPC and SEO might seem like the same thing. They both help you show up on Google, they both drive traffic, and they both fall under digital marketing. But if you think they’re the same, you’re wrong.
While PPC and SEO are closely linked, they work in very different ways. Understanding the difference between them, and how they can support each other, can make a huge impact on how successful your business is online.
So let’s break it down properly, starting with PPC.
What Is PPC?
PPC is paid traffic. It literally stands for pay per click. Every time someone clicks on your ad, you pay for it.
A lot of businesses use PPC because it almost guarantees visibility at the top of search results, especially if you’re not ranking well organically. If you want fast results, PPC is usually the quickest way to get there.
That said, PPC does cost money, so it’s not something I recommend for everybody. If your budget is tight, you need to be careful. But if you’re in an industry where strong sales matter and the return is there, PPC is a great way to spend money to make money.
If you’re interested in finding out how much you should spend, check out my blog post on the matter.
Some common types of PPC include:
Amazon Ads
TikTok Ads
Meta Ads, including Facebook and Instagram
And many more
What Is SEO?
SEO is organic traffic. It’s the work you do on your website to help it rank on Google without paying for ads.
This includes things like improving your website content, matching the right keywords, building backlinks, and making sure your site is technically sound. When done right, SEO can drive consistent traffic over time without paying for every click.
SEO is more cost-effective in the long run because you’re not paying for the traffic itself, other than website expenses and the time it takes to do the work properly. However, it is more difficult. You’re competing against some big players, and results don’t happen overnight.
To rank well with SEO, you need high-quality content, correct keyword targeting, strong backlinks, and ongoing optimisation.
How PPC and SEO Work Together
Even though PPC and SEO operate differently, they complement each other really well when used together. Here’s how:
PPC data informs SEO strategy: You can see which keywords and ads convert best, then use that insight to optimise your website content and target high-performing organic search terms.
SEO can reduce PPC costs: Strong organic rankings mean you don’t have to rely as heavily on paid ads for the same traffic, saving you money in the long run.
Maximised visibility: By running both, your brand dominates search results. PPC ads show up at the top immediately, while your SEO efforts grow your presence below them over time.
Faster insights, longer-term growth: PPC gives quick feedback on what works, which helps fine-tune SEO. At the same time, SEO builds sustainable traffic that continues to pay off long after a campaign ends.
Using both channels together allows businesses to get the speed of paid traffic and the long-term benefits of organic traffic, making it a very effective combination. Even small businesses can start with SEO and strategically use PPC for key campaigns, while larger brands can really benefit from investing in both consistently.
If you’re interested in either, or both, of these digital marketing services, feel free to get in touch with me. I’d love a 30-minute chat to go over your concerns and see how we can make this work for your business.
