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5 Reasons to Combine Your PPC and SEO Marketing Efforts

Author: JLB

Published On: September 15, 2018

In the past decade, thousands of businesses have increased their investment in digital marketing. There are two branches of digital marketing that involve the advertisement and placement of your website on search engines like Google and Bing. These branches are PPC and SEO.

SEO, or search engine optimization, is a free marketing method that requires an immense amount of time, energy, and skill to complete successfully. The ultimate goal is to place your website as high on the results page as possible. The higher your ranking, the more organic traffic your campaign will produce.

PPC, or pay-per-click, is a form of advertising that can lead to an instant boost in traffic. Your brand will be placed in front of your target audience based on the keyword or factor you choose. For each click your website receives, your bill increases.

Rather than deciding between these two excellent forms of search engine marketing, we suggest combining them to build a competitive and effective campaign.

Here are five reasons why PPC and SEO are simply better together.

  1. Improve Performance

Even when keywords and campaign goals aren’t tied together, PPC and SEO can influence each other. Paid advertisements, for example, don’t affect organic rankings directly – but they can improve organic performance.

Why? Because users are more likely to click on organic results when they have a matching paid advertisement. The value of two links on a single page is staggering. Even better, once users choose to visit your website, they often click the natural link to avoid further advertising. This saves you click-based cash while boosting your traffic.

  1. Increase Visibility

One marketing campaign is always better than two. When you target a similar audience with both SEO and PPC campaigns, you double your exposure. Since SEO is free and PPC is fast, there’s little reason not to invest in both options.

  1. Share Important Data

When you run a single marketing campaign, how much data do you collect? When you run two campaigns, your data is twofold – and you can use that data to influence your marketing decisions in the future.

For example, if your SEO program succeeds in ranking your website highly for a certain keyword, you can increase visibility and brand authority by starting a PPC campaign for the same keyword.

  1. Fight Negative PR

Someday, someone will say something negative about your company. When this happens, PPC and SEO can be used for damage control. You can guide the conversation by handpicking your keywords.

For example, BP purchased PPC advertisements after its famous oil spill. The advertisements, linked to keywords describing the accident, led readers to an engaging page about the company’s cleanup effort.

  1. Target Weaknesses

SEO and PPC have unique weaknesses that discourage business owners from using them. SEO can take months or years to succeed. PPC, while fast-acting, isn’t permanent. If you want your traffic boost to continue, you must continue to invest.

By using both marketing tools, you can test keywords with PPC before optimizing your website, ensuring you’ve used the right phrases. You can also enhance your SEO results with PPC, encouraging longer-lasting results.

Work with an Experienced Digital Marketer

At JLB our experienced representatives have years of experience in social media management, video animation, and online brand development. Visit our website to learn more!

It’s remarkable working with the team that treats your business they would their own with drive, innovation, humility and a shared love of bringing great things to the wonderful Franklin & Nashville community.


RED DOG WINE & SPIRITS – Nashville Web Design


“In the search of looking high and low for a Ecommerce website design firm, we came across JLB. They are now like a part of our family and strive to do all they can to take our sales and growth to a whole new level. We recommend JLB to everyone we come across looking for a solution to their website needs.”


Chad, BOWADX – Franklin TN Web Design

“JLB has been the driving force  that has launched our company into the media spotlight, gaining us publicity through a broad cross-section of business related media including new apps and interactive activity for our clients. We are moving forward with our second web design with JLB and will continue to make them part of our team.”


John, The Perch – Brentwood TN Web Design

“I started with JLB when they first opened fifteen years ago, when they redesigned a website for me.  They are my go-to company for anything to do with web sites. These guys are professional, talented, creative and an energetic team. I will always go to JLB first for my web design work. Thanks JLB.”


Phyllis, Carneros Winery – Nashville TN Web Design

We were having problems with our online brand and digital marketing. JLB was great. Worked through it with us, created an amazing presence and business is great. The staff at JLB is fantastic too. Friendly and always there for you.


Life Line Repairs – Nashville TN Web Design

I and all of us at Sports & Entertainment Nashville TN have been thrilled with the website you guys did for us, and especially the professional service and communication you guys have shown.


Sports and Entertainment – Nashville Web Design

We interviewed several web design firms, but found that JLB’s talented team was the most creative, innovative, and professional. Choosing JLB has been a great decision! We are fortunate to have JLB be a part of the BMC Metalwork’s future as we continue to enhance our business.


Jimmy, BMC – Franklin TN Web Design

“There were a number of website design companies in Nashville that would have done an adequate job for our company. The difference was that JLB wanted to be our partner and has been for 11 years. STAR Physical Therapy has been blessed to have them as a teammate.”


Regg Swanson, STAR – Franklin TN Web Design