How do PPC and SEO work together

SEO Keywords vs. PPC Keywords

The goal of all SEM measures: generate traffic. The paths to happiness are on the one hand via the paid SEA path and on the other hand via the organic SEO path. If you want to generate traffic via Google search and appear in the SERPs (search result pages), the key (in the truest sense of the word) are keywords. Either you bid on them - pay-per-click - or you try to rank organically for them. How do you find suitable keywords and what are the differences between SEO keywords and PPC keywords?

SEO Keywords vs. PPC Keywords - Different Goals

What do I want to achieve with SEO keywords?

The goal in the SEO area, in terms of keywords, is to position yourself broadly in your subject area, to show expertise and to inform your website visitors. The long-term goal behind this, however, is lead generation, as in the SEA. Topics that are dealt with in your own blog, for example, range from general to niche topics. Keywords from the long-tail area are therefore also of interest in SEO.

#derfunnelAt the beginning of the notorious sales funnel is awareness. You want to reach potential customers in SEO at the beginning of the customer journey.

What do I want to achieve with SEA keywords?

In contrast to SEO goals, SEA goals are very sales and conversion driven. At best, you want to bid on keywords that bring in leads (here excluded: brand keywords) - and at best with a good return on AdSpend.

The aim here is therefore to create the greatest possible match between the keywords and his product portfolio. Transactional keywords such as “buy a book” are the key here because they show a high level of willingness to buy on the part of the searcher.

Information-driven search queries such as “How do I keep a book right?” Are not what you would like to use with your keyword portfolio in terms of achieving a conversion. Because the buyer shows no intention to buy here. If you have the goal of, for example, pushing the download of an infographic, search terms with W-questions are particularly interesting. Depending on the goal, you look for the keywords and search intentions you want to address together. Unfortunately, since the competition also thinks about this, you will not be the only one who offers transactional, information-driven, etc. keywords. So a little creativity is required here too.

Approaches and tools

SEO keyword research

After you have set the goals for your magazine or blog (showing expertise, occupying niches, providing information, etc.) you can start researching the topic. The basis for this is your own website with its sub-categories.

Google Keyword Planner

Simply enter them into the Google Ads Keyword Planner Tool and be inspired by the suggestions. (Funny that SEAs classify the Keyword Planner Tool as a SEA tool, isn't it ?! SEOs use it at least as often ...) In this tool you can also see the search volume for every potential keyword. The fact that this is low for niche topics does not deter real SEO! The probability of ranking up for it is then much higher.

Hypersuggest & Ubersuggest

If you would like to see your keyword in different combinations in order to get into the longtail area, you should test one of these tools:

Answer the Public

Here you get all possible W-questions that are floating around on the net, matching your keyword. These results are often perfect as a headline for a post. Unfortunately I just had to find out that you can only select UK in the free version. If you can't do anything with English questions, you need a pro account.

Google Search & Google Suggest

Since you have already got a first idea, you can simply google potential keywords that you want to rank on. This way you can see the competition you are dealing with and avoid unforeseen double interpretations. Before you press the Enter key, you should also take a look at the automatic suggestions - the Google Suggestions.

Competition magazine article

This methodology helps to either pursue a similar strategy or, on the other hand, to differentiate one's own topics from those of the competition.

Insider tip 1 - customer questions

How about having a magazine that is 100% in line with your own customer questions and needs? Sounds pretty good, doesn't it? So take a look at what your customers are asking you for questions & use these topics as a hook for your own blog. Tell your support team to log recurring questions and gradually collect your keywords. Because then you can be sure that the need and readers are there. The magazine or blog can also be referred to over the phone, which will give you more traffic again.

Insider tip 2 - Searchmetrics Content Optimization

Anyone who has an account with Searchmetrics should definitely test the "Content Optimization" function. You enter a keyword and either your own domain, a text or nothing. The tool then scans the first SERP results that rank on this keyword and shows you which keywords you should definitely use in your text in order to rank for them as well.

SEA keyword research

In contrast to the far-reaching SEO keywords, the keywords for your SEA strategy are very close to the company. Therefore, the first keywords you should book are your brand and your products. Your own website and product feed are #derKey here. With tools like Semrush and Co. you can then also take a closer look at the keywords of your competition (and possibly book the competitor's brand right away, if friendship and good vibes seem secondary to you ...). As in SEO, chase all keywords through the Google Keyword Planner & check the search volumes.

  • High search volume: a lot of demand, a lot of traffic, a lot of competition, high costs, possibly high wastage
  • Low search volume: Depending on the keyword, higher or lower CPC, less wastage, less traffic, higher conversion rate

Test out which strategy you want to use: prefer a lot of cheap keywords or a few qualitative ones. Readjusting or adapting your own bidding strategy is easily possible in the SEA thanks to fast data.

Risks in SEO or PPC

SEO and PPC keywords pose different challenges

Aspects that influence the rank of the ad in the SEA:

  • Keyword in the title
  • Saved URL
  • Quality factor
  • Click-through rate
  • Bounce rate

Dangers with SEO keywords

Once you have found all of the roughly matching keywords - and that is usually a large amount, you now have to manage to rank for them with your posts and landing pages. And at best not on page five of the SERPs, but in the first place (according to the paid results). Having a good text that answers the searcher's question is becoming more and more crucial - but is not enough in SEO alone.Aspects that influence the rank of a landing page in organic Google search:

  • SEO optimized website
  • Title & Meta Description
  • Usability
  • relevance
  • added value
  • Focus on keyword
  • Url structure
  • Backlink profile

Dangers with SEA keywords

The keywords should match the landing page in the PPC area. Because if there is no connection between them, this will damage the quality factor of your keywords and that in turn will drive your click prices up. You also have to be able to address customers at the right moment. So when they show a need & your product is the answer to their questions. Otherwise they click and return to the search page because they haven't found what they need. And that in turn also has a bad effect on your quality factor. Your target group is therefore - unlike in SEO - more in the lower third of the sales funnel: for discovery and purchase. However, placing keywords in this area is usually expensive because this is where most of the conversions can be generated.

High-intent keywords are the bread and butter of PPC. "

Jake Baadsgaard

Another danger are PPC keywords with multiple meanings. Because the more meanings a keyword has, the more clicks with the “wrong” intention you will get. The error tolerance is lower in SEA than in SEO, because once an ambiguous keyword is posted, the ad will most likely be displayed for it. (In SEO, as I said, several factors have an influence on the ranking - a ranking in the wrong subject area is unlikely here).

Example with the keyword "golf"

If VW publishes a magazine article on the keyword golf, Google will understand that this is not about the sport, but about VW golf.

However, if a golf shop books the keyword “golf” for an ad - without excluding keywords - it is possible that this ad will be displayed for a “VW Golf” search term.

Opportunities in SEO or PPC

Advantages of SEO keywords

You will rarely rank for absurd keywords in SEO. And if you publish a post on a keyword with high search volume / traffic, in the worst case you will rank for long-tail variants of the keyword - but you no longer pay for it.

Advantages with SEA keywords

The two biggest advantages on the paid SEA side are that you can have a direct influence on the ranking by increasing the CPC and posting relevant ads. In addition, you can create new ads at short notice if you have discovered a new keyword in order to rank for it quickly. In SEO, it all takes a little longer. Promoting current sales and offers via SEO is obviously not the best idea either ... Another nice side effect is the data that can be collected via the ads. You get a feeling for your customers relatively quickly and can derive further measures from this. For example, aligning the ads according to location and target group, which avoids wastage and saves money. In SEO, one can only hope that the right target group will use the right search terms for which one is actually visible.


SEO and PPC keywords are very different in terms of that aimthat is to be achieved by them who Customersthat should be addressed by them, and the purposethat they should fulfill. SEOs who think and act long-term should therefore not simply let go of an SEA account - and SEAs who are used to fast results would probably also despair as the person responsible for the company's internal blog. They would therefore achieve the best results together.

United is strong

Paid search results will always come first in Google. So if you want to aim for a high impression and click share, it is best when SEO and PPC go hand in hand:

Sources: | JuralMin | coffeebeanworks | Identity