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The Significant Synergy between PPC & SEO Can Be Used To Leverage Campaigns



Most of the time, people tend to take the PPC, which is paid search advertising and SEO, which is an organic search engine advertising free of cost, as two different things that do not have any relation with each other.


Overlooking that these two things are the same, often different people are assigned work related to different aspects of PPC and SEO. The main issue is that people generally think that there are two different ways and objectives of these two kinds of things.


Looking at the way the search engine work and how they evaluate the data submitted by you, there are many similarities between PPC and SEO than most people think and the working of both types of marketing has so many things in common. What you need to understand that whether you are using PPC or SEO, both the things are beneficial to everyone who is using any of these.


In this article, we’ll look at the following things:


  • Shared presence on the SERPs.Benefits of PPC on organic searcher behavior.

  • Benefits of SEO on PPC costs and ratings. Shared search engine resources.


Let’s understand the SERPs a little bit in details


The moment you google something and get the result, you will be able to see the similarities between the two types of SERPs. Both the paid and organic links can be seen at the same place and as a result, they also compete against each other.


One thing to notice here is that since Google AdWords, which is now known as Google Ads, has been created, google seems to give some extra benefits to the sponsored links. The sponsored links are now displayed above the fold and they also benefit from a double presence with Google Shopping ads.


With changes from the display of the SERPs, it is becoming harder to distinguish between the two links. There is no colored background in the sponsored result as it used to have earlier. It is evident that Google is trying to abolish the visual gap between the two types of results.


How Does Search Engine work from the perspective of patent?


Even though there is not much patent assigned to google on the algorithm that is specific to paid search, there are many that have been assigned that are specific to organic search that those are surely being used get better-paid results too. For example, we can see that the quality score which is mainly known to be important for paid results is surely not only limited to get the paid results.


The overall conclusion is that a website’s response to the first group of keywords allows that site to be categorized with regard to the responses provided. After that, a more precise categorization is achieved with the second group of keywords.


The quality score of a site is then determined by the two groups of keywords and their combined results on the product page. The quality score is then most likely used in ranking algorithms and for other things like an E-A-T-like analysis by Google.


Another thing to notice here is that at time we are looking at a discriminating metric such as the click-through rate, it is quite reasonable to assume that similar results can be achieved through organic channels too.


From the perspective of Crawl behavior


As per the SEO industry, the “crawl budget” is not limited to SEO but it also includes the crawl requirements for PPC. What actually happens is that Google evaluates the needs of both of these marketing channels when distributing resources given to a site. One of the first indications of this fact is the Exploration Statistics report in the old version of the Google Search Console. In this report, Google only provides data to the webmasters on Googlebot crawl behavior and we get a global overview of the crawl frequency, or page visits per day, for all Google bots.


In other words, the official communication by Google is an amalgamation of all Google-owned bots. You need to breakdown this analysis to highlight all the details as all the information is not provided by Google and a look into your server log files will be required to obtain it.


For both SEO and PPC crawl budget, the log analysis of the behavior of the different bots reveals that web marketing actions can have a direct impact on the crawl budget of the website and the impact is not limited to the website where the action has originated.


After analysis, we have found that there is a correlation when the amount of spending on Google Ads is above average for a given period, as per the analysis, this correlation is often due to increased investment to support any specific event such as Christmas or Black Friday.


The overall point here is that both for PPC and SEO bots, Google considers PPC investment as a discriminatory metric for allocating exploration resources. This is done as it can also trigger an increased crawl demand for SEO bots on landing pages for paid ads.


The conclusion


PPC seems to be more tangible and factual: $X invested brings in $Y in revenue. It is consequently easier to measure ROI, CPA, cost per keyword, or bid level with PPC. On the other hand, SEO does not give a concrete representation of the data and does not give any exact calculated data.


This difference makes the marketer move more toward the PPC or paid advertisement, however, we need to understand that there is a significant correlation between the two types of marketing channels. So, if you are working on any one of these, another one will also be affected and it will help you to get more precise results.


On one hand, SEO can contribute to the improvement of the Quality Score and bring a more fine-grained perspective to the choice of keywords. And on the other hand, digging into tangible PPC data to serve SEO ends the number of conversions, the average CTR, content that drives the greatest number of clicks or conversions.

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