PPC (pay-per-click) and SEO (search engine optimization) are digital marketing tools that can be used to increase web traffic and visibility for a business. However, they work in different ways and can have different effects on SEO.

PPC is a paid form of advertising that allows businesses to bid on keywords and phrases that are relevant to their products or services. This means that when someone searches for those terms, your ad will appear in the search results. PPC can be an effective way to increase web traffic and visibility for a business, as it allows you to target potential customers who are already interested in what you have to offer.

On the other hand, SEO is a process that helps improve the visibility and ranking of a website in search engine results pages (SERPs). This can be done through optimizing the website content, structure, and code, as well as developing off-site SEO tactics like link building and social media engagement. While SEO takes longer to see results than PPC, it can ultimately lead to more organic traffic and higher rankings in SERPs–meaning more visibility and exposure for your business.

While PPC can have an immediate and direct impact on web traffic, it doesn't necessarily have a positive effect on SEO. In fact, if not done correctly, PPC can actually hurt a business's SEO efforts.

This is because, unlike SEO, PPC is a paid form of advertising. This means that businesses are essentially paying for their website to be listed in search results, which can result in a lower quality score. A lower quality score can lead to a business's website being less visible in search results over time–ultimately hurting their SEO efforts long-term.

How PPC and SEO Work Together

And while PPC and SEO may seem like they're at odds with each other, the truth is that they can actually complement each other quite well.

1. Testing New Keywords

PPC can help you test out new keywords to see if they are effective for your business before investing a lot of money into them.

PPC can be a great way to test out new keywords before you invest time and resources into optimizing your website for them. By seeing how well your ads perform with specific keywords, you can get an idea of how well those keywords might work for your SEO. This can save you a lot of time and effort in the long run.

2. Driving Targeted Traffic

PPC is a great way to get targeted traffic to your website. You can use it to target specific keywords and demographics that are most likely to convert into customers or clients.

PPC can help you attract the right kind of visitors to your site who are more likely to convert into customers or clients. This in turn can help improve your SEO rankings as you'll be getting more targeted traffic.

3. Improving Click-Through Rates (CTR)

PPC is a way to help improve your CTR or the number of times people click on your ad. By paying a certain amount each time someone clicks on your ad, you can increase the chances that they will visit your website or purchase your product.

Your CTR is the percentage of people who click on your ad out of the total number of people who see it. The higher your CTR, the better your chances of improving your SEO rankings. PPC ads are more likely to be clicked on than organic listings, so they can help you improve your CTR.

4. Establishing Brand Awareness

PPC can be a useful tool for building brand awareness for your business. By running ads and targeting specific keywords, you can reach new audiences and make your brand more visible. Brand awareness is important for any business, and PPC can be a helpful way to achieve it. The more people that are aware of your brand, the more likely they are to search for it.

‍Conclusion

Indeed, there are several ways PPC can help your SEO efforts. The simple trick is to use them both wisely, to improve one another. As you put all this information into practice, you will undoubtedly see the results you desire for your business.

For a reliable SEO expert in Calgary, Distinctive Marketing Solutions is a team of innovators that provides excellence to grow your businesses and explore possibilities. Reach out to us today!