Organic and Inorganic Marketing are More Similar Than You Think

SEO adsWhich of the two will get you more traffic and conversions: a PPC or an organic SEO campaign?

Google gets over 100 billion searches a month.

This is the reason why businesses clamor to get a website up. At the same time, these businesses strive to deploy the latest marketing techniques in a bid to stay ahead of competitors.


This raises the questions: “Which is better? Paid or organic marketing?”

Organic marketing focuses on optimizing organic listings. On the other hand, SEO ads focus on anything that’s paid – from PPC to affiliate marketing. Traffic from organic SEO is free while PPC traffic has a cost for each click.

To meet the demands of today’s search landscape, marketing strategists may need to consider SEO and PPC as a unified silo. Instead of treating each as separate campaigns, consider using them to complement each other.

Integrating SEO with PPC

Putting SEO and PPC together leads to higher visibility on the search engine results page or SERP.

This means you’ll see your pages rank higher whenever people search on Google using the keywords you focused on. This leads to more traffic and more traffic leads to more conversions and profit.

We see a lot of clients reduce PPC efforts once a search term tops a SERP. What they neglect to notice is that the top two or three results are often PPC or SEO ads.

Deploying both paid and organic search results will result in increased traffic. This will establish a reputation that an online business is stable in a particular niche or market.

That said, it is important to note that 94% of online users prefer organic results to paid SEO ads. On Google, the first result receives 33% of website traffic, and the second gets 18%. Getting a full third of all web traffic for a certain search term means increased revenue.

Conversely, there might be instances in which paid search works better. This happens when you use keywords leaning towards purchases. People looking to buy often click on paid ads than organic results, which is often called “high commercial intent.”

Analyzing Competitor Keywords for Marketing Success

In PPC management, a PPC agency handles reporting and data gathering in order to find answers to specific queries.

This may involve the use of the PPC Auctions Insights Report to know the search terms your competitors are bidding on. You can test them in PPC and analyze the report to see which terms are converting. This helps cut down the unnecessary keywords that won’t generate conversions.

This keyword source analysis feature is the perfect way to find which keywords in work best. This allows you to start targeting them with valuable and relevant content.

At the same time, it allows you to aggregate and focus on organic keywords, paid keywords, or both of them together. This strategy enables marketers to perform both PPC and SEO keyword analysis with the same tool.

Creating Ads with Laser-Targeted Content

PPC marketers do the best they can to create the perfect ad that will attract an online user’s attention and entice them to click. But what customers stay? It’s the optimum post-click experience.

There might be instances that a PPC team will mindlessly create an ad that doesn’t deliver the best post-click experience. This is the time to integrate organic SEO strategies. The SEO team can create a landing page that will likely convert visitors into buyers.

If both teams work closely together, the visitor is further pushed along the conversion funnel.

Reduced Cost of Paid Advertising

A successful online marketing campaign all comes down to the key performance indicators.

Once an SEO campaign is active, it may take a while for results to show up. Paid SEO ads at its very core allow better visibility, albeit being short-term. However, it’s an undeniable fact that both strategies improve SERP visibility especially with the use of the right tools.

Seasoned marketers know that organic SEO is more sustainable long-term. However, seeing the results may take a while before it materializes.

With PPC, it can help to offset limited SEO results at its premature stage. At the same time, it helps in targeting the right organic keywords and content development.

When an organic position begins to improve, the cost of PPC will reduce because they are strategically placed.

Making SEO and PPC Partnership Work

The first step is to determine a unified view of how both aspects are performing. This is possible by gathering data points from on-hand and third-party sources of data. The result of the analysis depends on the objective of the business, let’s say for example driving sales.

It is essential to find out which areas of the consumer journey are already taken care of, and which ones aren’t covered yet.

Identifying what’s missing makes it easier to determine what needs enhancement or optimization. You’ll see if your strategy needs a complete restructure.

Once the identification of missing points is successful, the next step is to align SEO and PPC efforts by:

  • Regular communication between both SEO and PPC teams
  • Regular analysis of the latest marketing trends
  • Ongoing trial and error testing
  • Budget management
  • Data analysis

Aligning your SEO and PPC goals is the best way to corner the market, regardless of the keywords you target. Pulling these forces together can help you monopolize more of that limited space. This further allows both teams to move away from working and reporting in silos.

Need Help With Your SEO Ads?

It’s a complex world, this internet marketing thing, given not one strategy can cover all that it needs to have a successful campaign. The complicity of SEO ads and organic marketing isn’t something mastered overnight. Despite this, you can figure out an important thing or two with our SEO guides.

Discover the current trends that work so you can avoid the obsolete ones. You can also contact us if there are some areas we haven’t covered yet, and we’ll do our best to answer it.

There is clear synergy between organic and paid performance on search engine results pages. Make sure you and your business keep up.