PPC involves more pro-action, i.e. the purchase of space from websites or search engines, while SEO can be said to be more passive since it relies on organic search results. The two may seem opposites, but they can complement each other for a more effective search marketing strategy.
Integrate the best performing PPC ad copy information with your SEO
Evaluate which PPC ad has the most conversions and pattern your title tags, meta descriptions, and page content for the pages you want to rank organically after it. Testing the effectiveness of titles and metatags organically can take a long time. PPC shows results quicker so you know what works; you can use it to speed up your SEO.
Increase visibility by dominating both the organic and paid search result
Combining the two gives you the advantage of a stronger exposure on search engine results pages. If you rank high in organic search results, and have an established spot on PPC ads, it gives the impression that you are well-known to a particular market, which helps increase traffic and conversion.
Refine SEO through social media screening
Take advantage of advertising opportunities on sites like Facebook, YouTube, or LinkedIn to target people of a specific profile, say, corporate executives who are fond of Japanese food. The group may not be that big, but it’s a more accurate target. You can use the data you’ve gathered to enhance your SEO strategy.