This document discusses how search engine optimization (SEO) and pay-per-click (PPC) advertising can be used together more effectively. It provides an overview of each approach and their respective pros and cons. SEO is described as an organic, long-term solution while PPC provides faster results but is more expensive. The document outlines several scenarios where combining SEO and PPC strategies can overcome limitations of each individual approach. It presents a case study showing how one company achieved a three-fold increase in leads by integrating both SEO and PPC over time. The key message is that SEO and PPC work best as complementary digital marketing strategies.

1. Why (and How) to
Combine SEO and PPC for
Stronger Results

2. AGENDA
Starting with the Site
Digital Marketing
SEO & SEM
Overview
Better Together
Complementary Strategies

3. Website Woes
and Wonders

4. Your Site is Your Salesman
• 7% text
• 38% content
• 55% accessibility
YOUR WEBSITE
38% 55%
7%

5. SEO

6. SEO: Worth the Wait.
Organic + long-term
presence solution.
GREAT FOR:
Almost all verticals; some
exceptions.

7. SEO – Search
Engine
Optimization
• Organic presence solution
• Core Elements
• Keywords
• Content
• Updates to site logic
• Key Metrics: visits, time on
site, bounce rate
Behind the Scenes

8. SEO - Pros & Cons
• Improved Presence
• Builds Authority & Credibility
(i.e. return visitors!)
• Better Conversion Rate
PROS CONS
• Takes a Long Time
• No Guarantees
• Competition

9. SERP Anatomy

10. SEO Best Practices
Keyword
Research.
Create content
that people are
looking for.
Optimize Site
Speed.
An important
ranking factor.
Use Images.
Increase time on
page with high-
quality images.
Title Tags.
Encourage
people to click.
1 2 3 4

11. And when your site makes sense
to search engines...
SUCCESS in SEM is within reach

12. SEM: No Patience?
No Problem.
Paid lead gen solution.
GREAT FOR:
Almost all verticals with
with some exceptions.

13. SEM (aka PPC)
• Paid advertising
• Core Elements
• Keywords
• Site/landing page
• Quality Score
• Targeting
• Budget
• Key Metrics: CTR, CPC, CPL
Auctions, Acronyms, and More

14. SEM - Pros & Cons
• Fast Results
• Persuasive and Promotional
• Easy to Make Changes
PROS CONS
• Expensive
• No Guaranteed Success
• Volatile

15. Ad-natomy – Extensions and More
Sitelinks

16. Ad-natomy – Extensions and More
Structured Snippets
Review Extension

17. SEM Best Practices
Be flexible and
realistic.
With keywords,
site, Google's
whims, and
more.
Targeting.
Consider staff,
service area, and
drive time.
Be Flexible &
Realistic
Keyword-Dense
Ads.
Be a straight
shooter.
Track Your
Leads.
Don't be fooled
by data.
1 2 3 4

18. Take Note...
Keywords
+
Landing Page
=
Quality Scores
Bane or Boon on the campaign?

19. Where SEO and SEM
Come Together

20. "Lean on me / When
you're not strong..."
- Bill Withers

21. Scenario #1
Prohibitively
expensive SEM
keywords.

22. Scenario #2
Client is frustrated
with how long SEO
is taking to garner
results.

23. Scenario #3
Low keyword
quality scores are
spiking CPC.

24. Scenario #4
SEO client wants to
add and promote
new focus.

25. SEO & SEM in Action
June 2020 – July 2021
(they grow up so fast!)
• 3x Lead Volume Increase
• SEO & SEM both take up
more of the graph

26. But Most Importantly...
Tell the Story.

27. Two is Better than One
Organic Presence + Paid Presence = You are Easy to Find
Make it easy to be found and people will come back.

28. Pairings That Just Work
SEO + SEM

29. THANK YOU!
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