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5 ways PPC and SEO can work together in 2023

With the rise of multi-channel touch points on any given purchase, gone are the days of “them and us” when it comes to PPC and SEO. 

In it for the long haul, SEO (Search Engine Optimisation) works to increase organic traffic and that all important domain authority, whereas PPC (Pay Per Click) picks up the pace with highly targeted ads that are served within seconds of a Google search.

Both offer a multitude of benefits for business growth, but when used in conjunction with each other, this is when the magic really happens.

So, looking forward to Q2 and beyond in 2023, here are 5 ways working together can rule the SERP’s.

1. Sharing keyword insights for greater knowledge

Familiar with the phrase “knowledge is power”, what could be more powerful than two channels sharing their insights and findings.  PPC and SEO use a number of different tools when searching keyword and industry trends, therefore by sharing the data, you have a wealth of knowledge to play with.

2. Optimise page titles, ad copy & landing pages for a lower cost per click 

Low CTR or poor landing page experience holding you back? Fear not, as this is your time to shine.  By sharing insights, SEO can lead the way by targeting PPC keywords with on page optimisation, page titles and meta descriptions which in turn can be mirrored in ad copy which will ultimately boost rankings, improve quality score and reward you with a cheaper cost per click.  

3. Increased visibility for brand awareness

People rarely scroll past page 1, fact. Even with the recent “continuous scroll” update in December where page numbers are a thing of the past (mobile only for now, but desktop is coming), people will still only scroll so far.  Did you know that the top 3 google search results account for 54% of all clicks, so boosting your visibility has never been more important. By aligning strategies, you can work together to boost your rankings to attract and convert.

4. One strategy, two channels for a joined up approach clients can trust

To coin the phrase 2 heads are better than 1 feels right when discussing the benefits of a holistic approach. Working together means more exposure, more insights and cross channel reporting which will prove invaluable when tracking behaviours, engagement and conversions. Showing that both channels are aligned with targets means that everyone is working towards the same goal and all bases are covered for long and short term goals.

5. Bridging the gap between site migrations for a smooth transition

Perhaps, not an everyday task but important nonetheless, as PPC can be a real asset to SEO during a site migration.  Armed with relevant updates such as url changes, anticipated drops and a benchmark of rankings, PPC can bridge the gap between any short term fluctuations by maintaining visibility.

We’re confident in our ability to turn stagnant PPC accounts into real performance drivers. If you’re looking for a fresh pair of eyes on what you’re currently running, you can get in touch with us using the button below!

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