Why a PPC Business is Fundamental to SEO

Are you wondering if it’s better to do SEO or invest in PPC? Is it better to give in to the enticements of organic positioning or to break the piggy bank to pay every single click to your site? I have already discussed about what is PPC and how does it work. Make sure you check it out before reading this article.

Do you have a  newly based business? but don’t why what to do. SEO or PPC. The question is Why a PPC Business is Fundamental to SEO? Read this blog post to learn about it.

The answer may not be what you believe.

SEO and PPC activities are not mutually exclusive. Where SEO can be seen as, well, a metaphorical climb to the first page, working in PPC is more like a click on the hundred meters. Where the results of the first are observed mainly in the medium and long term, with the second, the response is immediate and potentially explosive (as long as you pay, of course).

So, the real question is not: do I have to invest in SEO or PPC? But rather: “how do I create synergy between the two fronts?”.

As an advertiser, I have managed ads campaigns over time for the most varied projects, and in almost all cases, I have found myself collaborating with professionals and SEO agencies. Here is what I learned. Here’s how a PPC business can be valuable to those who do SEO (and vice versa).


When I tell my client about the wonders of a branded activity in Google Ads, the objection is often: Hamza, why on earth would I have to pay Google to appear on searches related to my own brand, when I am already well-positioned for them?”.

First of all, check the message. To be independent of Google’s mood and make sure that in the face of such a specific interest in your brand (or one of your services), you can provide the best answer.

More specifically, we talk about guiding the user towards individual product categories (using Sitelink extensions), openly showing phone numbers or addresses (through call or location extensions), or simply reacting offers and promotions that are unlikely they would have enough time to be positioned with satisfaction in the staff.

Secondly, paying to bring users to your site through brand keys is useful to prevent others from doing it for us. Often we are so focused on scaling SEO positions that we forget to check if and how much other players within our niche are trying to undermine us completely with a banal (and probably much more expensive than necessary for them) paid ad.


The same goes for campaigns targeting broader queries, already identified on the SEO side as having high ROI. The target? Dominate search results through a distributed approach between organic and paid results.

Clarification is a must: the return on investment of such an activity is not so obvious. Faced with a client who is already getting good results through simple organic positioning of some products, starting also to pay per click more visitors to those pages themselves may not lead to a mathematical profit.

Variables that are not at all obvious come into play, such as the trend of the CPC of the campaigns over time, the presence or absence of returning users and in what volume, the care in preserving the user’s intention also on the paid font, the margins of the product in question and finally the scalability of the business itself. Advice? Start with a tight scenario and proceed step by step.


We said: SEO and CCP are often seen as two separate tracks. Better yet, the most common image is that of two teams that act and produce reports at periodic intervals but, in the end, never talk to each other. And that the customer does not know how to make them talk to each other.

This is the worst-case scenario because if certainly on the SEO side, the reflection on the user’s intention is constant, even in PPC, we continuously sample the intention of those same people through the “search terms” report. Sometimes, on both sides, anomalies are detected that can tell the user is changing the perception of our products, or how the entry of a new competitor is generating new doubts or expectations.

SEO and PPC work best together when all the data related to the queries – and consequently the intention – that you are trying to hit, with what goal and with what result, are put on the table. Ah, if only it happened more often.


In PPC, it is extremely simple, in the face of an effective campaign architecture, to identify all the competitors on the market for our own keyword set. If, on the SEO side, the analysis of competitors is a (rightly) artisan operation that is periodically renewed to interpret the change in the SERP over time, in PPC, we have data (almost) in real time regarding the paid front.

Through the “Auction information” report, we can evaluate the entry of a new competitor with an extremely limited delay, estimating its impact on the basis of the percentage of overlap in our auctions, the number of times that another ad appears above us and much more.

These are valuable ideas to be passed on to those involved in SEO, to evaluate – perhaps even in relation to some too strong campaign oscillation – how to act together, in a scenario that is constantly changing.


Trivial? Not so much. Through a PPC activity, you can quickly test the effectiveness of new keywords to be used on the SEO side, understanding which queries users really use and with what nuances.

If an SEO business needs time to be able to provide such a result, often a search network campaign, even reduced to the bone, helps to confirm or refute the initial hypothesis.


A good PPC activity, especially in the research network, should make reasoned use of all the marketing levers available. Do you agree?

By analyzing the performance of the advertisements on the PPC front – which has become even more effective lately with the adaptive type advertisements, which indicate the effectiveness of the specific asset present inside, whether this text or image – we can offer valuable ideas for those who deal with SEO to improve the copy of the individual pages to be positioned.


We could say that the highest goal of SEO activity is to position an entire site through the work done towards single pages, which begins to be recognized by the target and navigates better and in-depth for a wider range of search intent.

A PPC remarketing activity simply ensures that this organic traffic is not wasted in the short, medium and long term, intercepting users again based on their previous browsing experience.

Furthermore, where sometimes the CPC threshold is quite high and makes it difficult to sustain the investment in ADV campaigns on the whole funnel, an initial and softer approach in remarketing allows, if not to save a lot of money, to face the public more able to give us satisfaction and economic return.


A rather interesting aspect of Google Ads, once connected with Search Console, is to provide an insight into all the queries for which our site ranks organic, in comparison to those for which we are paying through our campaigns.

Why does it? Well, this simple operation is particularly valuable on the PPC side, because it allows us to clearly identify terms still discovered by our campaigns, evaluating their effective economic return together with those involved in SEO. If so, it is proceeding to expand the architecture of the campaigns to maximize coverage on the most relevant searches.


SEO and PPC activities, taken individually, give great satisfaction. However, together they can achieve much more than just the sum of the parts.

One more reason to occasionally shut down their SEOs and advertisers in the same room and start making them talk to each other, don’t you think?

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Hamza Hashim

I'm a Freelancer having skills in SEO and Social Media Marketing with over three years of experience in these fields. I have worked for many brands. I have helped businesses to gain higher visibility in search engines. I am familiar with carrying out SEO optimization practices from small to large companies.

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