Semalt Recommendations On How To Combine PPC And SEO For Unlimited Success

One of the most effective ways to maximize online revenue is by combining SEO and PPC. On their own, both components are pretty powerful, but when combined, they can create the ultimate intent-based content marketing strategy. 

Intent-based marketing is something every SEO professional needs to master. By learning the intent of an audience, we consider the driving needs of consumers and what motivates them. With this knowledge, your brand can become the best answer to that problem at the moment. 

Search is an excellent platform for intent-based marketing research. Most search engine users use keywords in their queries, which is an excellent source of intel for your website. From the keywords, we can easily highlight the reason behind that search. 

In this article, we will be showing you the benefits of combining SEO and PPC. 

Using PPC to fill the Gaps in Campaigns

The first and most obvious reason we use SEO and PPC is that we have paid ads to augment your organic presence. In some cases, specific keywords rankings are simply unattainable with SEO. Getting to the top of SERP can prove extremely difficult, so we augment your organic efforts with targeted paid ads. 

Another reason why combining SEO and PPC is such a good idea is because it reduces the amount of PPC budget that gets wasted. With your SEO doing great, achieving top ranks on SERP becomes easier. 

Understanding broad and ambiguous queries

Understanding the reason behind a search query allows us to use SEO and PPC in more precise ways. For example, we come across the search query London Eye. The searcher, in this case, could want a number of things like: 
  • They want to learn about the history of the London Eye.
  • They are visiting London and heard it has an eye; they would like to find out more.
  • A tourist in London who would like to buy tickets and visit the London Eye.
By focusing on organic SEO and PPC, we can improve your visibility on this search query. Organic SEO functions as an informational play and PPC, highly transactional. 

Touch on different focus points by understanding different intent types

Two users can use very similar keywords in a search query for two different focus points. It is possible that two different consumers search for where to find full body coverage sleep masks. In this case, we can see a clear commercial intent. Looking beyond the obvious challenge, which is where to buy, we can also see that the searcher has done research on masks. It is because they know the different types of masks; they were specific enough to mention that they wanted a full coverage mask.
On the one hand, the searcher may be a traveler who needs a sleeping mask for regular business flights. And the other query is from a shift worker who needs a sleeping mask to rest during the day. 

It is vital that we identify and take into consideration these two different consumer personas, the fact that they both share the same intent, but each has its unique focal point. For the best results, we can aim for SERP coverage on both. 

We could create a high-quality listicle piece of content to help our organic ranking. The content could go into detail explaining what makes good full coverage masks perfect for the user and then include a call to action for readers to buy. 

The PPC campaign, on the other hand, would be directly transactional. We will have an ad copy showing the many benefits of sleep masks for both travelers and shift workers. These ads will also carry a link directing searchers to the product page from which they can buy a mask. 

In this case, both routes will get a searcher to a product page in just two clicks, and each approach gives you an opportunity to speak directly to your visitors and solve their mask problem. 

Boost Local Search Performance with SEO and PPC 

Anywhere Google bot detects what can be considered to be local search; it makes use of some other SERP features like maps and reviews. When a business is still new on the landscape, it is common to have far fewer reviews than other larger competitors in the industry. At this point, it isn't easy to compete at the local level. 

We could consider this to be a case where distance impacts the local and organic performance of a site. The proximity of a search engine user to your business clearly has a role to play in optimizing search engines. 

If a searcher in the Midwest inputs a search query for dinner menus in Las Vegas, Google considers the closest restaurants to the searcher's location. Other factors also play a role in this SERP. Google also considers the relevance and prominence of restaurants and their local ranking.

These factors make it quite difficult for young restaurants in that area to compete against other giants in the industry. 

PPC, however, gives young websites a fighting chance. The thing with PPC is that they can put small brands above even the giants in their industry. This is one of the reasons why PPC is so helpful. Consumers are conversant with these big brands, and they may never notice your young or small brand if you don't find a way to get yourself noticed. 

PPC gives you an opportunity to get your foot in the door. With SEO by your side, it is a lot easier to get your visitors to stay and convert. 

Using PPC and SEO to build the profile and improve revenue from valuable pages

We can improve the performance of SEO by using PPC to increase the organic placement of your most important pages on SERP. For example, your brand recently conducted a study that, of course, will require a decent amount of investment in time and resources. 

Your landing page is also one of the essential branches of your website. It is one of the most effective lead generators on your site. 

You will need to pay for media releases and distributions, create supplementary blog posts and more to promote the report you've created. 

Of course, this research will be on your landing page, but you also have the challenge of getting it to rank. One effective method is by using targeted paid search ads. This is a good way to get your page in front of your ideal audience. It is important to consider who your target audience is, what issue your website or brand solves and what is the intent behind their search. 


There is a lot of benefits that come with combining PPC and SEO with the data Semalt collects from SEO; we can understand intent better and improve our PPC quality as well as its effect on your target audience. 

At the end of the day, our objective is to see that your website performs extremely well on SERP and in terms of conversions. By getting all channels to push in the same direction, we can achieve far more in a shorter time frame. It also requires less effort and expense. 

If you need to learn more about the subject of SEO and website promotion, we invite you to visit our Semalt blog.