Many e-commerce Ecuador Email Address view their PPC and SEO marketing strategies as separate entities. Sometimes they are even seen as alternatives to one another, with brands only investing in one at a time. Of course, this is a big mistake because PPC and SEO strategies have to work together for a site to reach its full potential in the SERPs. Search Engine Optimization (SEO) is a method of increasing organic traffic to a site through increased visibility and authority. For its part, SEA , or PPC (Pay Per Click), seeks to generate traffic through carefully created and targeted advertisements in search engines.

Although each lever is different, they both have similar goals. Additionally, SEO and PPC strategies are often dependent on each other, fueling the other with vital information to help improve performance. To fully understand the synergy between these two marketing levers, let’s explore these two tactics in detail: their differences, their similarities and describe precisely how natural and paid referencing feed each other on their results. SEO is the discipline that aims to increase the quality and quantity of traffic that a site receives from search engines such as Google or Bing. There are various search engine optimization techniques to improve the positioning of a site.

SEO and SEA: the differences

This involves in particular the creation of content, the technical optimization of the site, the creation of internal and external links. On the other hand, PPC advertising is a model where advertisers pay an allocated amount each time a user clicks on one of their advertisements (cost per click). Although these two tactics are grouped under the term SEM (Search Engine Marketing), there are key differences between these two concepts. First, paid ads appear (usually) at the top of search engine results, above organic rankings. Second, advertisers who generate traffic from their advertisements must pay for those site visits. The same is not true for organic results which get visits by gaining visibility through various optimizations on the site.


Third, the results generated by PPC campaigns – whether it’s awareness, traffic, or even conversion – are immediate. However, once the campaign is over, the traffic also stops. In addition, SEO strategies often take a long time to set up and companies may not see a return on their investment for several months or even years. However, once the SEO strategy starts to pay off, these changes tend to be long term. While PPC and SEO are different in many ways, they also share a lot of commonalities. First of all, both tactics are aimed at increasing traffic to a website and often aimed at driving conversions as well. If one of them is for advertising and the other is for the site’s organic rise in the SERPs, the end goal remains the same.

SEO and SEA: the similarities

Second, SEO and paid SEO are both keyword-driven strategies. While advertisers will conduct keyword research to identify strategic search terms to bid on and irrelevant queries to exclude from negative keyword lists, SEO will also analyze relevant terms in order to ” correctly optimize the title tags , content, technical elements and other important aspects on the site. With the differences and similarities of these two strategies exposed, let’s take a look at how the combined use of SEO and PPC is the formula for success in successful search engine strategy. Not only is it true that SEO and PPC often pursue the same goals, each tactic actually supports the other, producing positive effects for both levers.

When a site serves ads, they appear at the top of search results, so they’re the first thing searchers see. When paired with SEO efforts, a brand can potentially occupy a large portion of the SERPs, showing ads at the top and organic listings at the bottom. Therefore, if a user skips the Google Ads ads section and goes straight to the organic rankings, they will find the business there as well. This effectively allows the site to gain twice as much exposure as if just one of these strategies were used, thus increasing the chances that the user will click on the brand’s site.

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