SEO and PPC can be Paired for Your Business. Avoid these common mistakes.

I’m a sports guy. Golf, basketball, soccer, football, any olympic level relay, I enjoy viewing. Think of SEO and PPC like sports parity, each has its own strengths, all-stars on different teams, but together, when paired on the same team they dominate the game. SEO (Search Engine Optimization) helps your website show up organically in search results over time, while PPC (Pay-Per-Click) gets you instant visibility through paid ads. Let’s discuss how to avoid common SEO and PPC mistakes, but first…

Combining them works because:

Increased visibility: Showing up in both organic results (SEO) and paid ads (PPC) increases your chances of getting clicks.
Faster Data & Adjustments: PPC gives instant results, helping you test keywords that can later be optimized for SEO. You get immediate feedback from PPC, helpful for the long term efforts of SEO.
Better Trust / Credibility: People trust organic results more, but seeing your brand in both paid and organic spots makes you looks more credible and established.
Smarter budget allocation, better ROI: SEO builds momentum over time and reduces ad dependency, while PPC delivers immediate visibility at a cost. But when used together strategically, they can lower your ad costs while filling gaps and increasing long-term traffic.

SEO vs. PPC: When to Use Each

Sometimes you need SEO, sometimes you need PPC, and sometimes you need both. Here’s when to use each strategy:

Use SEO When:

You want long-term, sustainable traffic.
You’re okay with waiting 3-6 months for results.
You want to build brand authority and trust.
You operate in a business where customers research extensively before purchasing, like real estate, financial services, or high-end home improvement.
You want to reduce dependency on paid ads over time and lower customer acquisition costs.

Use PPC When:

You need instant visibility (like launching a new product or service).
You want to target highly competitive keywords (where ranking organically is tough).
You’re running a limited-time promotion.
You’re in an industry where people make quick decisions, such as emergency plumbing, HVAC repairs, or online retail sales.

Use Both When:

You want to dominate search results (appear in both ads and organic rankings).
You’re testing new keywords (use PPC data to refine your SEO strategy).
You have a mix of short-term and long-term goals.

Common SEO and PPC Mistakes (and How to Avoid Them!)

Even the best intent, mistakes can be made. Here are some of the most common SEO and PPC slip-ups and how to dodge them:

Mistake #1: Treating SEO and PPC Like Separate Strategies

The Wrong Way: Running PPC campaigns without considering SEO data, and vice versa. The Right Way: Use PPC data to find high-converting keywords for SEO. If a keyword converts well in ads, it’s worth optimizing for organic search too!

Mistake #2: Ignoring Negative Keywords in PPC

The Wrong Way: Running ads without setting up negative keywords, which means wasting money on unwanted clicks (like people searching for “free” services when you’re selling premium ones). The Right Way: Use negative keywords to filter out irrelevant searches and improve ad spend efficiency. A home services client once spent thousands on PPC ads without using negative keywords. They were getting clicks from users searching for ‘free plumbing repair tips’ instead of paying customers. By refining their keyword strategy, we cut wasted spend by 40%.

Mistake #3: Targeting Only Broad Keywords

The Wrong Way: Trying to rank for super competitive, generic keywords (like “financial planning”) instead of specific ones (like “retirement investment strategies for small business owners”). The Right Way: Use long-tail keywords (specific phrases that match user intent) to get better traffic and conversions.

Mistake #4: Not Tracking Results

The Wrong Way: Running SEO and PPC campaigns without tracking what’s working. The Right Way: Use tools like Google Analytics and Google Ads reports to measure performance. Always tweak your strategy based on real data!

Final Thoughts

SEO and PPC aren’t just individual tactics—they’re complementary forces that work best together. SEO ensures long-term growth and credibility, while PPC provides quick wins and valuable data insights. When strategically aligned, they can amplify your visibility, lower costs, and drive more qualified leads to your business.

Need help setting up your SEO and PPC strategy? Contact us today, and let’s get your business to the top of search results fast!