The PPC + SEO Flywheel
Most agencies treat PPC and SEO as separate channels. That's a mistake. When they work together, each makes the other more effective.
How SEO Improves PPC
- Better Quality Scores: SEO-optimized landing pages have better content, faster load times, and higher relevance — all Quality Score factors
- Lower CPCs: Higher Quality Scores from SEO-improved pages directly reduce your cost per click
- Keyword Intelligence: SEO keyword research reveals long-tail opportunities and search intent patterns that inform smarter PPC targeting
- Content for Remarketing: SEO-driven blog content attracts visitors who can be remarketed with PPC
- Brand Authority: Strong organic presence increases brand recognition, improving PPC click-through rates
How PPC Improves SEO
- Instant Keyword Data: PPC quickly reveals which keywords convert — focus SEO efforts on proven winners
- Title Tag Testing: Test headlines with PPC ad copy, then use winners as page titles for SEO
- Content Gap Identification: Search term reports show what people actually search for — create content to match
- SERP Domination: Appearing in both paid and organic results increases total clicks by 25-50%