How Pay-per-click (ppc) Advertising & Search Engine Optimization (seo) Are Interlinked

By Author: Krishnaveni
Total Articles: 1
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PPC & SEO – Two Sides of a Coin
When approaching natural search result (SEO) and paid search result (PPC) for the first time, the majority of businesses view SEO and PPC as two separate entities and typically direct their immediate efforts towards SEO.
While there may be differences between both, SEO and PPC should actually co-exist, each complementing the other to create one successful search strategy.
The Present Day – Conjunction
We could say that SEO & PPC are interdependent. PPC can help show the road map for an SEO strategy with the data it churns out, the work undertaken in setting up and optimizing a PPC campaign actually boosts SEO as a by-product of the process. To understand why, one should look at changes in the PPC and SEO best practice guidelines from the major search engines.
In the early stages of Google when introducing paid advertising concept in the market, the only way to get on to the top of search result is BID higher.
These days, simply being a big spender isn’t enough; you need to consider a bundle of factors that combine to deliver a high quality ...
... score which in turn delivers a cheaper CPC and higher placement.
Some of these best practice PPC ‘ingredients’ overlap with ones that need to be addressed when delivering organic SEO results such as
⦁ Page relevance,
⦁ Quality of landing page
⦁ Page loading times
⦁ User experience on the website
⦁ Relevance of website to the keyword searched
⦁ Advanced PPC like remarketing, conversations need a very well structured website
⦁ HTTPS extension ensuring the security for the visitors – (boost both SEO and PPC)
⦁ Google rewards relevance and many more

On the other hand, the work carried out to construct relevance for PPC campaign on your website will help your organic keywords results for your SEO.

Our team noticed over a period that our client’s organic traffic is significantly increased as a by-product of our PPC work and this has become more visible in the last 12- 18 months as Google line up the two areas together encouraging businesses to engage in PPC as a first step in creating a digital footprint.
Squeezing SEO In Favor of PPC
The main question here is why are the search engines joining SEO and PPC together and apparently shifting the importance to PPC?

The ultimate goal of Google or any search engine is to provide a right content to the visitors. The success of it lies in it and providing an even playing field. But any search engine doesn’t earn money from the companies who pop up through the organic search or SEO.
So by shifting the algorithms on a more regular basis under the facade of fairness it causes the shifting Search Engine Result Page – SERP’s.
So a business can invest in SEO and finally get to page one just as a new algorithm is released dragging them off page one and back to the foot of the mountain. This ambiguity is designed to boost more businesses to engage in PPC as a first step on the optimizing and digital marketing ladder.
Dual visibility on organic and paid results is important. But a sensible marketing strategy will be built around PPC as a keystone delivering immediate results and lead generation. SEO on the other-hand should be adopted as a secondary medium to long term strategy. Structuring your strategy in this way ensures a worst case scenario drop of your organic traffic won’t put your business at risk of closure.
So, doing a right PPC and SEO needs a subject-matter-expert team who can consistently look and upgrade according to the algorithms and it is key for every business to have both organic and paid services for their website.

I am Working as SEO Executive.Content Writing is my passion