Blog Post

Thinking of Dropping PPC? See How 1+1=3

Amber Blevins • Mar 26, 2021

There’s a fair bit of confusion and misinformation when it comes to SEO marketing, PPC marketing, and how the two relate to each other.

The main similarity with SEO and PPC is that both rely on keywords and the goal of each is to drive traffic to your website. The major difference of course, is that one costs money (PPC) and one is free (SEO.)

Some local business owners employ one method or the other, thinking there’s no need to do both. Others start out using both, but then cancel their PPC campaigns thinking they can get the same results for free using SEO alone.

While these ideas might seem logical, they’re really on the wrong track. Dropping PPC from your marketing toolkit can ultimately have a detrimental effect on your SEO. Much in the same way, slacking SEO can negatively affect your PPC results.

The fact is, SEO and PPC work better together.

The 1+1=3 Theory

When it comes to SEO and PPC, there’s a concept unofficially known as the 1+1=3 theory. The idea behind this theory is that your SEO efforts will attract one visitor to your website and your PPC efforts will attract one visitor to your website, but the combined efforts of SEO and PPC will attract three visitors to your site. 1+1=3

SEO and PPC – A Symbiotic Relationship

SEO and PPC truly work hand in hand, nurturing each other and leading to better results overall. Each plays a different and distinct role, but understanding the way SEO and PPC bolster each other is essential in knowing how to build a successful online marketing campaign.

SEO Helping PPC

One of the core elements of SEO is having a website that’s optimized for user experience and keywords. Google favors websites that are optimized because they’re seen as credible and trustworthy. And when Google can trust your site, it not only increases your organic exposure, it also gives more weight to your PPC keywords. This gives your PPC ads a better chance of being selected to appear at the top of the search results and therefore, increases the opportunity to drive traffic to your site.

PPC Helping SEO

Paid ads appear at the top of search results, in sidebars on social media sites, and other places throughout the internet. And whether or not a user clicks your ad, it’s there, being seen. Even better, with great SEO your site will be returned high in the organic results, so the user is seeing your brand again. That’s brand exposure, and a lot of it. PPC helps your SEO by strengthening your keywords and increasing your brand’s exposure.

Conclusion

If you’re thinking of dropping PPC in favor of the free, organic traffic of SEO, we’d urge you to reconsider. The relationship between two is undeniable and the benefits of using both are proven.

Your return on investment for PPC will be higher if your SEO is on point and likewise, your SEO will flourish if you’re using a great PPC campaign.

Remember, in this case, 1+1=3.

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