How SEO and PPC can work together | Blog | EMEA | Merkle

In the business world, there is a common debate about which marketing method is better, PPC or SEO. The thing is, those who work in both PPC and SEO understand that they both have their pros and cons. For example, SEO is a great long-term marketing solution and PPC is a great short-term marketing solution. 

SEO and PPC are something that you should be doing for your business however, you must be aware of the pros and cons of both for SEO. 


There are many differences between the two but the one thing that separates them is the advertising. You pay to advertise with PPC but with SEO you don’t, this is one of the reasons why it can be so expensive. 

Positives Of SEO

There are plenty of positives and negatives to search engine optimisation. One of those negatives that people do complain about is how long it takes for you to get results. SEO is not a quick marketing tool that will generate lots of revenue imminently. SEO takes time. 


Ranking for several keywords will increase your organic traffic as well as increase your brand’s awareness. If you are on the first page of Google, users will see your website URL. As they continue to see your ranking, they will more likely visit your website. For example, if your business is targeted at streetwear for men and they search keywords related to this, it will increase brand awareness for your business. Leading to an increase in traffic. 


Organic traffic can be a much better return on investment compared to Pay-Per-Click. As mentioned earlier, it is a long-term investment and is far more affordable compared to PPC. However, due to how long it can take for businesses to feel the full effect of SEO, it can put them off. 

Improves Click-Through

As you continue to improve your rankings over time, you will gain more traffic, especially if they are ranking on the first page. Moreover, when people are clicking on your website through organic search results, it doesn’t cost you anything. 

What Is PPC Good For? 

PPC is a fantastic short-term solution to your marketing strategy. Furthermore, the more money you invest into PPC, the more money you will generate for your business.

You’re The First Thing A User Sees On The Results Page

When you are the top bidder, you will be at the front of the PPC results. This will also be located at the top of the page for the keyword. If you are the first result, you will get a lot more people visiting your website, however, this can cost you a lot of money. 

Visual Product Advertisements 

The final positive about pay-per-click is that the user can see the product straight away. It will encourage the user to visit your website and potentially look at the other products you have on your website. For example, if they searched for tracksuits and it showed one of your products, they would click on that product and search through the different categories. 


Budget can be easily managed with PPC however, if you click one button wrong, you can easily overspend on your budget. Additionally, you can decide how much you spend each day. As mentioned earlier, if you want to generate more revenue, you need to invest more money into revenue. 

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