People can find most businesses nowadays on the internet. If you’re an entrepreneur, migrating your company online is an excellent way to increase reach and visibility, so long as you optimize your website’s content via search engine optimization (SEO). SEO involves using relevant keywords to rank higher in search engine results pages (SERPs).

On the other hand, pay-per-click (PPC) marketing is a search engine feature where advertisers pay every time users click on their ads. While it seems counterintuitive, they are rewarded for the relevance of their pages.

The distinction between SEO and PPC is that the former drives organic traffic, while the latter is a paid strategy. PPC delivers faster results than SEO because prospective customers already see your business when your ads are live. In any case, both are equally important when it comes to digital marketing.

This article will talk about how you can benefit from a combined strategy of SEO and PPC. Read on below to learn more.

How It Works

A search strategy that employs both SEO and PPC drastically improves results in all your online platforms. On top of that, it also increases website traffic, click-through rates, and conversions. It won’t work for every business, but it’s suitable for fast-growing companies that use aggressive marketing tactics.

What a Combined Strategy Can Do

A combined strategy of SEO and PPC can do the following:

Boosts Online Visibility

SEO can already increase your online visibility on its own. However, it will only happen if you optimize your website’s content and use relevant keywords. When you combine it with paid ads, you double your efforts to rank higher on SERPs and organic results.

PPC ads can also do the same, but again, you must utilize relevant keywords to witness results. In turn, the ad gets new customers, and it helps your website rank higher.

Affordability for Improvements

Landing pages are crucial in digital marketing because it’s where you can direct prospective customers after clicking on one of your ads. An optimized landing page contributes to a better user experience, which improves many aspects, such as quality scores. In turn, the cost that you will pay for will be cheaper.

Enhanced Targeting and Testing

With PPC marketing, you can target users regardless of their state, whether they’re contemplating buying or halfway through their purchase decision. Keywords play an integral role in this aspect because it targets a specific audience.

Conversely, you can also test your keyword strategy by using PPC before applying it to your SEO strategies in the long run. An excellent example of this is through A/B testing ad copy and landing pages to figure out the best ads. As a result, it helps your organic search listings.

Customer Stickiness

Customer stickiness refers to the likelihood of loyal customers to keep patronizing your products even if there are other options in the market.

When you manage multiple channels for your business, it increases the chances of a customer sticking with your brand. SEO and PPC provide huge support because the optimization goes both ways. 

Saves on Cost per Lead

You can increase the total volume of generated traffic further by targeting clicks in PPC and SEO for high-performing keywords. On the other hand, you can move high-cost and high-volume or low-converting keywords from PPC to organic search. Make no mistake though, they’re still just as essential, which you can modify for free.

More Confidence in Your Brand

Ranking high in SERPs is perhaps the best way for audiences to have confidence in your brand. If you execute it properly, a combined approach of SEO and PPC will achieve this goal. 

In other words, users must discover your website pretty quickly and easily. You cannot establish trust if they can’t see your business online, especially on the first page of Google’s search results.


Using a combination of SEO and PPC strategies is investing in your brand’s online presence. As long as you execute your approach well, your business is sure to reel in more customers. You also have to adapt accordingly because the market is constantly changing.

Krafted Digital is a full-service digital marketing firm providing affiliate marketing services based out of Miami, Florida. At Krafted Digital, we specialize in developing custom-tailored, innovative, data-driven online marketing solutions for small businesses to Fortune 500 brands. Click here to contact us today.