How PPC and SEO Work Together: Asking the Right Questions for Results

Dec 11, 2023PPC, SEO

Search Engine Optimization (SEO) and Pay-Per-Click (PPC) are strategies that are widely used to grow a business’s online visibility and revenue; however, most of the time these two strategies are managed by two different teams. We see this all the time. A company hires an agency to manage paid efforts and a different agency to manage organic search. While this can be a great way to diversify ideas, there needs to be collaboration to ensure both efforts are growing and not cannibalizing each other.

When paid and organic strategies are aligned we see more traffic and more money flow in for our clients.

The challenge lies in establishing effective communication between these two strategies (and sometimes two separate teams) to unlock their full potential. How can we seamlessly integrate SEO and PPC efforts to maximize results? Ask the right questions. In the following sections we will dive into the questions your SEO and PPC teams should be asking each other to ensure everyone is on the same page. Knowledge is truly power!

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Understanding SEO: Playing the Long Game

visibility in search engines like Google. This includes optimizing on-page elements such as meta tags, headers, and content, as well as technical factors like internal linking, schema markup and more. Organic optimization is incredibly beneficial for a site’s traffic and revenue but it does take time. It takes a solid 6 months to start to really feel the benefits of SEO, so it really is a long game but the results snowball in most cases (which is why most of our clients stay with us for years).

Benefits of SEO Include:


  • Enhanced Visibility and Increased Traffic

    The primary objective of SEO is to secure a prominent position in search engine results pages (SERPs). By optimizing content for relevant keywords and providing valuable content, SEO enhances a website’s visibility, making it more likely to attract organic traffic from users actively seeking information

  • Cost-Effectiveness

    Compared to paid advertising, SEO is a cost-effective long-term strategy. While paid campaigns can deliver immediate results, they require ongoing investment. In contrast, once a website has achieved high organic rankings, maintaining that position often requires less ongoing investment, making SEO a sustainable choice for businesses in the long run.

  • Targeted Audience Reach

    SEO allows you to target specific demographics, locations, and user behaviors. Through strategic keyword optimization, you can tailor their content to attract users who are most likely to convert into customers. This targeted approach ensures that the right audience discovers and engages with the website.

  • Improved User Experience

    SEO isn’t solely about pleasing search engines; it’s equally focused on creating a seamless and enjoyable experience for website visitors. By optimizing website structure, improving page loading speed, and ensuring mobile responsiveness, SEO contributes to an enhanced user experience. Search engines, in turn, reward websites that prioritize user satisfaction with higher rankings.

  • Competitive Edge

    In the crowded digital landscape, competition for online visibility is fierce. SEO provides a means for businesses to stand out amidst competitors by securing top positions in search results. A website that consistently appears ahead of others in relevant searches gains a competitive edge, attracting more attention and potential customers.

  • Insights into User Behavior

    SEO tools and analytics platforms offer valuable insights into user behavior, preferences, and trends. By understanding how users interact with a website, you can make informed decisions to further optimize content, improve navigation, and refine their overall digital strategy.

Understanding PPC: Fast Results + Hyper Targeting

Unlike organic methods, PPC operates on a model where advertisers pay a fee each time their ad is clicked in the search results. This form of online advertising provides businesses with a targeted and measurable way to reach their audience, making it a pivotal component of digital marketing strategies. PPC advertising operates on various platforms, with Google Ads being the most popular. Benefits of PPC include:  
  • Immediate Results

    One of the primary advantages of PPC is its ability to deliver immediate results. Unlike SEO, which takes time to build, PPC ads can appear at the top of search results almost instantly.
  • Directly Targeted Advertising

    PPC enables businesses to target specific demographics, locations, and user behaviors. You can tailor their campaigns to reach a highly relevant audience, ensuring that their ads are displayed to users who are more likely to be interested in their products or services.
  • Budget Control and Flexibility

    PPC provides advertisers with precise control over their budget. You can set daily or monthly spending limits, ensuring that they stay within their financial constraints. Additionally, the flexibility to adjust bids, target different keywords, or pause campaigns allows for strategic optimization based on performance.
  • Geo-Targeting and Ad Scheduling

    PPC platforms allow you to specify the geographic locations where their ads will be displayed. This level of geo-targeting ensures that ads reach the right audience in the right locations. Ad scheduling further refines when ads are shown, optimizing for times when the target audience is most active.
  • Competitive Edge in Targeted Niches

    In industries where competition is fierce, PPC offers a swift and effective way to gain a competitive edge. You can bid strategically on specific keywords to ensure their ads are prominently displayed, capturing the attention of users searching for relevant products or services.

Questions to Ask Your PPC Team to Support SEO

We know that SEO and PPC are important. We’re sold on their strategies. Now what? From identifying successful keywords to understanding the intricacies of landing pages and capitalizing on the success of paid ads, these questions for SEO to ask PPC aim to optimize strategies and ultimately propel the overall digital marketing efforts to new heights:

What are your most successful keywords? (clicks, impressions, conversions)

The goal of this question is to see what is successful from a paid perspective so we can make that successful organically and save some money. There also might be some keywords that we never thought about that are gaining traction that can be added to the SEO keyword strategy.

What keywords have a high cost per click?

If a keyword has a high cost per click, this is a great target for organic. Although the competition may be high, we can hopefully offset some of the cost by achieving success in organic rankings.

What are the landing pages you are using?

Paid strategies often involve the creation of dedicated landing pages for tracking and conversions. It’s crucial to monitor these pages closely to prevent any unintentional duplication of content. This ensures a seamless integration between paid and organic efforts, avoiding potential issues with search engines and maintaining a cohesive online presence.

What ads are successful?

Successful phrases from paid ads can be strategically integrated into meta titles and descriptions for organic content, aiming to boost Click-Through Rates (CTR) by leveraging proven language and optimizing visibility. This alignment creates a cohesive narrative across paid and organic channels, enhancing the likelihood of user engagement.

Questions to Ask Your SEO Team to Support PPC

Now we’ll look at things from the PPC side and what can be leveraged for SEO. From uncovering the nuances of keywords with featured snippets to optimizing landing pages for enhanced Quality Score, these questions aim to unveil opportunities for synergy and shared insights:

Are there any keywords with featured snippets?

Keywords with featured snippets are proven to achieve higher organic success, attracting increased user attention and click-through rates. Consequently, avoiding targeting keywords already associated with featured snippets allows SEO efforts to focus on alternative terms with the potential for optimal organic results and visibility.

What landing pages are you optimizing?

Optimizing landing pages boosts Quality Score in PPC advertising, influencing higher ad visibility and performance. Aligning content with user intent and targeted keywords enhances relevance, contributing to lower costs per click and increased success in paid campaigns.

Are there any products/categories that are not performing well?

In e-commerce, utilizing features like product reviews and linking specific product pages to PPC ads enhances credibility and streamlines the conversion process. This strategic approach maximizes visibility and encourages direct conversions within paid advertising campaigns.

Are there any keywords that you want to test?

Paid data arrives much faster than SEO data. When SEO decisions or hunches about keyword targets arise, a quick paid campaign provides valuable insights and data, allowing for prompt optimization of strategies in both paid and organic efforts.

Other Ways SEO & PPC Work Together


Maintaining open communication regarding results and reporting is crucial for the collaboration between SEO and PPC efforts. Recognizing that a decline in SEO performance may result in an uptick in PPC and vice versa highlights the nature of these strategies. By sharing insights into emerging search trends or shifts in conversion patterns, both teams can stay informed and adapt their respective approaches accordingly. This exchange of information not only fosters a more cohesive digital marketing strategy but also enables timely adjustments, ensuring that both SEO and PPC efforts are aligned with the evolving landscape and business objectives


While SEO plays a vital role in initial discovery and visibility on search engines, its impact diminishes when it comes to re-engaging visitors after they have found a site. In contrast, a well-executed PPC strategy holds the capability to effectively reconnect with users who have previously visited organic landing pages. This targeted approach aims to bring them back to specific landing pages, resulting in increased conversions and sessions. By leveraging the retargeting capabilities inherent in PPC, you can capitalize on the potential for repeated interactions with users, creating opportunities to enhance engagement. In this way, the complementary strengths of SEO and PPC come together to form a comprehensive strategy that not only attracts but also retains and converts visitors over time.

Timing Expectations

Organic shifts occur gradually and need a longer time frame for noticeable effects compared to the rapid responsiveness of paid search. In scenarios where a client is running a time-limited promotion or a flash sale, the flexibility of paid search becomes evident—it can be promptly activated or deactivated. In contrast, SEO and its impact on organic traffic operate on a more extended timeline. The changes implemented in SEO strategies require time for crawling and indexing by Google bots before manifesting in search results. It’s crucial to recognize that SEO is inherently a longer-term strategy, emphasizing the importance of sustained efforts for enduring and impactful results online.



Good luck! These strategies have worked really well for our team in building healthy cross-agency relationships, we hope they help you too!

Want to Amplify Your Online Visibility with SEO & PPC?

Want to Amplify Your Online Visibility with SEO & PPC?

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