{"id":177261,"date":"2024-07-18T07:45:02","date_gmt":"2024-07-18T12:45:02","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=177261"},"modified":"2024-07-19T03:29:41","modified_gmt":"2024-07-19T08:29:41","slug":"ppc-seo-working-together","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/ppc-seo-working-together\/","title":{"rendered":"4 Ways PPC and SEO Can Work Together (And When They Can\u2019t)"},"content":{"rendered":"\n<div class=\"intro-txt\">Search engine optimization (SEO) is the process of optimizing your pages to rank in a search engine\u2019s organic results.<\/div>\n\n\n\n<p>Pay-per-click (PPC) is a form of online advertising where advertisers pay a fee each time someone clicks their&nbsp;ad.<\/p>\n\n\n\n<p>There\u2019s no conundrum between the two <a href=\"https:\/\/ahrefs.com\/blog\/types-of-marketing\/\">types of marketing<\/a>. You don\u2019t have to choose one or the other; the best companies use&nbsp;both.<\/p>\n\n\n\n<p>Here\u2019s how they can work together and produce magic:<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Use PPC to promote your SEO content\" data-section=\"use-ppc-to-promote-content\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-177261-_e8xjz8st2uy4\"><\/a>1. Use PPC to promote your SEO content<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Creating <a href=\"https:\/\/ahrefs.com\/seo\/seo-content\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">SEO content<\/a> is the process of figuring out what your target audience is searching on Google and aligning your content to their <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">search intent<\/a>.<\/p>\n\n\n\n<p>To start off, you need to find out what they\u2019re searching for. The easiest way is to use a keyword research tool, like Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>.<\/p>\n\n\n\n<p>Here\u2019s how you might find keywords for a hypothetical coffee equipment store:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n\n\n\n<li>Enter a relevant keyword (e.g., \u201ccoffee\u201d)<\/li>\n\n\n\n<li>Go to <strong>Matching terms<\/strong><\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1264\" height=\"1276\" class=\"wp-image-177262\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/matching-terms-report-in-ahrefs-keywords-explorer.png\" alt=\"Matching terms report in Ahrefs' Keywords Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/matching-terms-report-in-ahrefs-keywords-explorer.png 1264w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/matching-terms-report-in-ahrefs-keywords-explorer-421x425.png 421w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/matching-terms-report-in-ahrefs-keywords-explorer-768x775.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/matching-terms-report-in-ahrefs-keywords-explorer-120x120.png 120w\" sizes=\"auto, (max-width: 1264px) 100vw, 1264px\"><\/figure>\n\n\n\n<p>Go through the list and pick out keywords that are relevant to the site. For example, the keyword \u201chow to grind coffee beans\u201d seems like a good keyword to target.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"808\" height=\"170\" class=\"wp-image-177263\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-keyword-how-to-grind-coffee-beans-and-releva.png\" alt=\"The keyword &quot;how to grind coffee beans&quot; and relevant SEO stats\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-keyword-how-to-grind-coffee-beans-and-releva.png 808w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-keyword-how-to-grind-coffee-beans-and-releva-680x143.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-keyword-how-to-grind-coffee-beans-and-releva-768x162.png 768w\" sizes=\"auto, (max-width: 808px) 100vw, 808px\"><\/figure>\n\n\n\n<p>Once we\u2019ve chosen our keyword, we want to know what searchers are looking for specifically. Sometimes the keyword gives us an idea, but to be sure, we can look at the top-ranking pages.<\/p>\n\n\n\n<p>So, click the <strong>SERP <\/strong>button and then click <strong>Identify intents <\/strong>to see what searchers are looking for:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"854\" class=\"wp-image-177264\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-identify-intents-feature-in-ahrefs-keywords-e.png\" alt=\"The Identify Intents feature in Ahrefs' Keywords Explorer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-identify-intents-feature-in-ahrefs-keywords-e.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-identify-intents-feature-in-ahrefs-keywords-e-680x284.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-identify-intents-feature-in-ahrefs-keywords-e-768x320.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/the-identify-intents-feature-in-ahrefs-keywords-e-1536x641.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/figure>\n\n\n\n<p>We can see that searchers are looking for techniques and methods to grind coffee beans at home, and especially without a grinder. If we want to rank high, we\u2019ll likely have to follow suit.<\/p>\n\n\n\n<p>Those are the basics of creating SEO content. But doing just this isn\u2019t enough. After all, the quote goes, \u201cif a tree falls in a forest and no one hears it, does it make a&nbsp;sound?\u201d<\/p>\n\n\n\n<p>This applies to your content too. You don\u2019t want to create into a void; you want people to see and consume your content. This is where PPC comes in. You can run PPC ads to ensure that as many people see your content as possible.<\/p>\n\n\n\n<p>For example, at Ahrefs, we run Facebook ads for our content:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"392\" height=\"693\" class=\"wp-image-177265\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/an-example-of-a-facebook-ad-we-ran-for-our-content.png\" alt=\"An example of a Facebook Ad we ran for our content\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/an-example-of-a-facebook-ad-we-ran-for-our-content.png 392w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/an-example-of-a-facebook-ad-we-ran-for-our-content-240x425.png 240w\" sizes=\"auto, (max-width: 392px) 100vw, 392px\"><\/figure>\n\n\n\n<p>We also run <a href=\"https:\/\/ahrefs.com\/blog\/quora-ads\/\">ads on Quora<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1358\" class=\"wp-image-177266\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/our-quora-ads-campaigns-we-ran-for-the-blog.png\" alt=\"Our Quora ads campaigns we ran for the blog\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/our-quora-ads-campaigns-we-ran-for-the-blog.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/our-quora-ads-campaigns-we-ran-for-the-blog-501x425.png 501w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/our-quora-ads-campaigns-we-ran-for-the-blog-768x652.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/our-quora-ads-campaigns-we-ran-for-the-blog-1536x1304.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>This way, we make sure that none of our content efforts go to&nbsp;waste.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Use PPC to build links\" data-section=\"use-ppc-to-build-links\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-177261-_kvhwysbeg7f9\"><\/a>2. Use PPC to build&nbsp;links<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Links are an important <a href=\"https:\/\/ahrefs.com\/blog\/google-ranking-factors\/\">Google ranking factor<\/a>. Generally speaking, the more links your page has, the more likely it\u2019ll rank high in the search results.<\/p>\n\n\n\n<p>But acquiring links is <strong>hard<\/strong>. This is why it\u2019s still a reliable ranking factor. And it\u2019s also why there\u2019s an entire industry behind link building, and tons of tactics you can use, all with varying levels of success.<\/p>\n\n\n\n<p>One way you can consider building links to your pages is to run PPC ads. In fact, we ran an experiment a few years ago to prove that it was possible.<\/p>\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-uz2bghdnjn0\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-uz2bghdnjn0\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/Uz2bGhdnJN0?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/Uz2bGhdnJN0?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n<p>\n\n<\/p>\n<p>We spent ~$1,245 on Google search ads and acquired a total of 16 backlinks to two different pieces of content. (~$77-78 per backlink.) This is much cheaper than if you had to buy a backlink, which according to <a href=\"https:\/\/ahrefs.com\/blog\/buy-backlinks\/\">our study<\/a>, costs around $361.44.<\/p>\n<p>\n\n<\/p>\n<p>(It would be even more expensive if you acquired links via outreach, as you would have to consider additional costs like software, manpower, etc.)<\/p>\n<p>\n\n<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Use retargeting on SEO content\" data-section=\"use-retargeting\">\n<p>\n\n<\/p>\n<h2 class=\"wp-block-heading\"><a id=\"post-177261-_rheizf8b9cpc\"><\/a>3. Use retargeting on SEO content<\/h2>\n<p>\n\n<\/p>\n<\/div><\/div>\n<p>\n\n<\/p>\n<p>Retargeting allows you to target visitors who have left your website.<\/p>\n<p>\n\n<\/p>\n<p>Here\u2019s how retargeting works:<\/p>\n<p>\n\n<\/p>\n<ol class=\"wp-block-list\">\n<li>A visitor discovers your article on Google<\/li>\n\n\n\n<li>Your ad management software sets a cookie on the visitor\u2019s browser, which allows you to show ads to these visitors<\/li>\n\n\n\n<li>When the visitor leaves your website and surfs the web, you can show ads and persuade them to return to your website<\/li>\n<\/ol>\n<p>\n\n<\/p>\n<p>Depending on where they are on the <a href=\"https:\/\/ahrefs.com\/blog\/buyers-journey\/\">buyer\u2019s journey<\/a>, you can convince them to take the next&nbsp;step.<\/p>\n<p>\n\n<\/p>\n<figure class=\"wp-block-image\"><img decoding=\"async\" class=\"wp-image-177267\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/1-buyers-journey.jpg\" alt=\"buyer's journey\"><\/figure>\n<p>\n\n<\/p>\n<p>For example, if someone found your website via your article on the \u201cbest espresso machines\u201d, it\u2019s likely they\u2019re looking to buy. So, you can set your retargeting ad to encourage them to visit your espresso machines category page.<\/p>\n<p>\n\n<\/p>\n<p>On the other hand, if a visitor discovered your website from your \u201cwhat is a coffee grinder\u201d article, they might still be early on the journey. In that case, it might be prudent to encourage them to sign up for your email list instead.<\/p>\n<p>\n\n<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Identify important keywords and target them with both SEO and PPC\" data-section=\"target-important-keywords-with-both-seo-and-ppc\">\n<p>\n\n<\/p>\n<h2 class=\"wp-block-heading\"><a id=\"post-177261-_p7ru4dvrb46\"><\/a>4. Identify important keywords and target them with both SEO and&nbsp;PPC<\/h2>\n<p>\n\n<\/p>\n<\/div><\/div>\n<p>\n\n<\/p>\n<p>Every site has important keywords. For example, besides our brand and product terms, critical keywords are \u201ckeyword research\u201d, \u201clink building\u201d, and \u201ctechnical SEO\u201d.<\/p>\n<p>\n\n<\/p>\n<p>Since these keywords are important, it makes sense to dominate the SERPs for them. You can do this by simultaneously running ads for them while ranking in organic search. For example, Wix ranks for the keyword \u201ccreate website for free\u201d in both paid and organic SERPs:<\/p>\n<p>\n\n<\/p>\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1406\" height=\"2048\" class=\"wp-image-177268\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/wix-ranks-for-the-keyword-create-website-for-free.png\" alt=\"Wix ranks for the keyword \u201ccreate website for free\u201d in both paid and organic SERPs\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/wix-ranks-for-the-keyword-create-website-for-free.png 1406w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/wix-ranks-for-the-keyword-create-website-for-free-292x425.png 292w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/wix-ranks-for-the-keyword-create-website-for-free-768x1119.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/07\/wix-ranks-for-the-keyword-create-website-for-free-1055x1536.png 1055w\" sizes=\"auto, (max-width: 1406px) 100vw, 1406px\"><\/figure>\n<p>\n\n<\/p>\n<p>&nbsp;<\/p>\n<p>\n\n<\/p>\n<p>This is especially useful if you\u2019re a new or smaller site. The keywords that are important to you are likely important to your competitors too. Which means you can\u2019t compete with them overnight.<\/p>\n<p>\n\n<\/p>\n<p>So, a good strategy is to target those keywords via PPC first, while investing in your <a href=\"https:\/\/ahrefs.com\/blog\/orchard-seo-strategy\/\">SEO strategy<\/a>. Over time, as you acquire more backlinks and gain more <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/website-authority\">website authority<\/a>, you\u2019ll be able to compete with your competitors in organic search too.<\/p>\n<p>\n\n<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"When do SEO and PPC not work together?\" data-section=\"when-do-seo-and-ppc-not-work-together\">\n<p>\n\n<\/p>\n<h2 class=\"wp-block-heading\"><a id=\"post-177261-_n8lux146nooe\"><\/a>When do SEO and PPC not work together?<\/h2>\n<p>\n\n<\/p>\n<\/div><\/div>\n<p>\n\n<\/p>\n<p>While both channels are complementary, there are times where it may make more sense to choose one over the&nbsp;other.<\/p>\n<p>\n\n<\/p>\n<h3 class=\"wp-block-heading\"><a id=\"post-177261-_cnh3ze688f7\"><\/a>When to choose PPC<\/h3>\n<p>\n\n<\/p>\n<p>If you fit these scenarios, it might be a better idea to go for&nbsp;PPC:<\/p>\n<p>\n\n<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>You\u2019re promoting a limited-time offer, event, or launching a product.<\/strong> According to <a href=\"https:\/\/ahrefs.com\/blog\/how-long-does-seo-take\/\">our poll<\/a>, SEO takes three to six months to show results. If your event, offer, or launch is shorter than the expected timeframe, it\u2019ll be over even before SEO takes any effect.<\/li>\n\n\n\n<li><strong>You need immediate, short-term results<\/strong>. If you need to show some results now, then PPC will be a better choice.<\/li>\n\n\n\n<li><strong>You have a disruptive product or service.<\/strong> SEO depends on figuring out what people are <em>already <\/em>searching for. If your product or service is completely novel, then it\u2019s likely no one is searching for&nbsp;it.<\/li>\n\n\n\n<li><strong>Hyper-competitive SERPs<\/strong>. Some niches have competing sites with large SEO teams and deep pockets. Coupled with Google\u2019s <a href=\"https:\/\/www.blindfiveyearold.com\/its-goog-enough\">preference for known brands<\/a>, if you\u2019re in these niches, it can be difficult to compete. PPC offers a viable alternative for gaining visibility on the first&nbsp;page.<\/li>\n<\/ul>\n<p>\n\n<\/p>\n<h3 class=\"wp-block-heading\"><a id=\"post-177261-_vs6n3w8eez6m\"><\/a>When to choose SEO<\/h3>\n<p>\n\n<\/p>\n<p>Here are times when it may make better sense to choose SEO:<\/p>\n<p>\n\n<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Keywords are too expensive.<\/strong> Some industries, like insurance or finance, have cost-per-clicks (CPC) up to a few hundred dollars. For example, the keyword \u201cdirect auto insurance san antonio\u201d has a CPC of $275.<\/li>\n\n\n\n<li><strong>Your niche is restricted.<\/strong> Certain industries or niches (e.g., adult, weapons, gambling, etc.) are prohibited or restricted from advertising.<\/li>\n\n\n\n<li><strong>You have a limited budget.<\/strong> PPC requires money to begin, whereas SEO can drive traffic to your website at no direct cost per visitor.<\/li>\n\n\n\n<li><strong>You\u2019re building an affiliate site<\/strong>. Affiliate sites earn a commission when people buy from their recommendations. While it\u2019s not impossible to build an affiliate site from PPC, it\u2019s difficult to control the return on investment (ROI) since affiliate site owners cannot control sales conversion rates.<\/li>\n<\/ul>\n<p>\n\n<\/p>\n<h2 class=\"wp-block-heading\"><a id=\"post-177261-_9fxwydw6elu8\"><\/a>Final thoughts<\/h2>\n<p>\n\n<\/p>\n<p>There are cases where focusing on either SEO or PPC makes&nbsp;sense.<\/p>\n<p>\n\n<\/p>\n<p>But most of the time, the best companies don\u2019t discriminate between channels. If they produce positive ROI, then you should be using all marketing channels.<\/p>\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Pay-per-click (PPC) is a form of online advertising where advertisers pay a fee each time someone clicks their&nbsp;ad. There\u2019s no conundrum between the two types of marketing. You don\u2019t have to choose one or the other; the best companies use&nbsp;both.<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335,196],"tags":[],"coauthors":[339],"class_list":["post-177261","post","type-post","status-publish","format-standard","hentry","category-general-seo","category-paid-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>4 Ways PPC and SEO Can Work Together (And When They Can\u2019t)<\/title>\n<meta name=\"description\" content=\"You don&#039;t have to choose between SEO or PPC. The best companies use both. 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