You must balance organic and paid search strategies to achieve maximum success.

30-second summary:

Although SEO and PPC can be great tools, they work in silos. In fact, these channels and teams often work separately. Michael McManus, the SEO Manager at Venture Song, discusses how businesses can combine organic and paid SEO to create a value-add unit.

When planning your marketing strategy, SEO and PPC should be a part of your toolkit. Companies will choose which option they prefer depending on their goals. For example, SEO is for increasing rankings and getting traffic from organic searches. PPC, on the other hand, focuses on getting immediate “paid for” traffic from search, social and display.

SEO and PPC can be great tools for increasing your brand’s authority and driving more traffic to your website. These two channels and teams can work in silos and are often managed separately.

While each of these options may work well by themselves, it is possible to have both the business and marketing teams work together. Instead of fighting for resources, budget, time and rankings, work together. They will gain different insights and learns by bringing together both departments. They will be able to achieve amazing results in both campaigns with these insights.

Although these two channels are not meant to be used in isolation, it is almost always the case. Instead of viewing them as distinct entities, you can see how they can work together to achieve greater results than if they were working on their own.

PPC campaigns can provide powerful insights and data. You can combine that data with your SEO strategies to get the insights you need to create content that will increase your organic search traffic.

It is difficult to balance paid and organic search strategies for maximum success. Many businesses are not using either of these strategies and need to get on top of it.

How SEO and PPC work together to increase your business

SEO can also use large quantities of conversion and keyword insights by using PPC. Another huge benefit companies can get when they combine SEO and PPC is the ability to consume large portions of the SERPs. This allows them to display ads at the top while still owning the organic listings down below.

This is a crucial step that you should not overlook. It gives you more opportunities to capture the user who may be searching for your brand or other products. Let’s take, for example, if you run separate SEO and PPC campaigns and users search for your brand, and you don’t show up in the organic listings, then you could be missing out on potentially capturing this user.

If you’re using SEO and PPC together, you can use your PPC data for insights into what users are looking for. This will allow you to see where your ads are appearing, but not in your organic listings. The data can be used to optimize your website for the specific user journey phase and create great content. This will allow you to have both your PPC ads and your site in the top page of search results. If a searcher skips over your ad, they will go straight to the organic results and your site will be listed there. This will increase brand awareness.

Combining SEO and PPC together, working side-by-side, and taking control of the SERPs for a keyword will allow you to get more exposure than you would if you used SEO or PPC. You also have increased visibility and increased the likelihood that users will click on your site.

Combining SEO and PPC, as well as taking over the SERPS, has the added benefit that searchers and customers will be more inclined to trust brands that are well-represented across the SERPs.

Wouldn’t it be worth your time to encourage and guide users to click through on your site?

How to get SEO and PPC working for you

You might be wondering, “OK, now that I understand that SEO and PPC work together, how do you go about it?”

These are some tips that will allow you to combine SEO and PPC.


Both SEO and PPC need keywords to create the right content. Both will want to target the right keywords to appear in the SERPs for users searching for information, shopping, or looking for a brand.

Your SEO team can use the keyword data and insights from PPC campaigns to create content that users are searching for. This will enable them to reach customers throughout their journey.


Paid social media ads and retargeting ads can be a great way to share your content across multiple platforms. This will allow you to gain backlinks that will increase your site’s organic ranking. You can also create retargeting advertisements that will help you to get users’ attention after they leave your site.

Data from the PPC

PPC campaign data can be used to create targeted content that will help your site rank organically. You can view data such as impressions, CTR and keyword search data from your PPC campaigns.

This will help you optimize your website’s content, create content that is missing, and also assist with the creation of highly targeted page titles and descriptions.


SEO vs PPC is no longer the issue. Or at least, it shouldn’t after reading this article. It’s time for you to implement this strategy.

With all the data you have from your PPC campaigns at your disposal, you can use these insights and data to create better SEO strategies that will give your company a competitive edge and assist you in reaching customers at every stage of their journey.

It is time to stop thinking of SEO and PPC separately and to combine them so your site can reap the benefits of the additional data and insights that will help you dominate the SERPs.

SEO and PPC can be used together to achieve the most powerful tools.

Accenture Song’s SEO Manager is Michael McManus. Michael has hands-on expertise in branding strategies, website structure/architecture and development, SEO strategies, and online marketing campaigns.

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