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optimization (SEO)</strong> is the practice of optimizing your website to improve its visibility in organic (unpaid) search engine results.</p><p><strong>Pay-per-click (PPC) advertising</strong>, on the other hand, involves paying for ads that appear at the top of search engine results or on other websites.</p><p>The main differences between the two lie in cost and timing—SEO focuses on long-term growth through organic traffic, while PPC offers immediate visibility through paid ads.</p><p>But both are beneficial. Especially if you use them together (<a href="#4-ways-to-use-seo-and-ppc-together">go here to learn how</a>).</p><h3 id="when-to-use-seo-vs--ppc">When to Use SEO vs. PPC</h3><p>Choose SEO when:</p><ul> <li>Your budget is limited</li> <li>You’re in it for the long run</li> <li>You want to build authority in your niche</li> <li>Your audience is searching for answers and information </li></ul><p>Pick PPC if:</p><ul> <li>You need quick results</li> <li>You’re launching a new or unique product </li> <li>You’re promoting an event</li> <li>You want to drive traffic to specific pages </li></ul><p>The best choice between SEO and PPC depends on your goals, budget, and timeline.</p><p>Often, a <strong>mix of both</strong> drives the best results.</p><h2 id="what-is-seo">What Is SEO?</h2><p>SEO is the process of improving your website’s visibility in search results with the goal of attracting more organic (non-paid) traffic. </p><p>It can boost brand awareness, drive targeted traffic, and lead to higher conversions without having to pay for each visitor. </p><p>SEO usually involves four main components:</p><ul> <li><strong>Keyword research</strong>: finding and targeting words people search for</li> <li><strong>On-page SEO</strong>: creating high-quality content and optimizing pages with relevant keywords</li> <li><strong>Off-page SEO</strong>: building backlinks and improving your site’s authority and trustworthiness</li> <li><strong>Technical SEO</strong>: ensuring search engines can find, understand, and store your content</li></ul><p><em><strong>Further reading: </strong></em><a href="https://www.semrush.com/blog/what-is-seo/"><em>What Is SEO? Meaning, Examples & How to Optimize Your Site</em></a></p><h3 id="seo-keyword-research">SEO Keyword Research</h3><p>Keyword research for SEO means finding and analyzing the words and phrases your audience is searching for in search engines.</p><p>Performing keyword research helps you understand your target user’s needs. So you can create content that satisfies their queries. And improve your organic rankings.</p><p>Keyword research usually involves using <a href="https://www.semrush.com/blog/keyword-research-tools/">keyword research tools</a> like the <a href="https://www.semrush.com/analytics/keywordmagic/">Keyword Magic Tool</a>. </p><p>Let’s say you run an online journal sticker store. Most of your target audience is probably looking up “journal stickers” or “stickers for journals.”</p><p>So plug those into the Keyword Magic Tool. Along with your domain. And hit “<strong>Search</strong>.”</p><figure class="easyimage easyimage-side"><picture><img alt="keyword and domain entered into tool" data-original="https://static.semrush.com/blog/uploads/media/e5/94/e594bf1a6313e347351a23e5554c2ee4/ee709400de401f31553b0ccf90772789/original.png" height="623" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e5/94/e594bf1a6313e347351a23e5554c2ee4/ee709400de401f31553b0ccf90772789/AD_4nXfyDoIo11QMP15E_8f9f2CUUjVNGkCEKJSAQe2jGUTxXUjjkYPsRinpJ2Rfr9Q-cQCG9xrVQxZD6RAz0Ys2VtqZ_p-bMwVS1aS2hmDVHgao8IUixMkj7_Sj_1WsK23NCXTEFLk0I6iHE5j4_DJfYzU61r-g.png" width="1010"/></picture></figure><p>You’ll see a lot of keywords related to your original term. Along with the following important metrics:</p><ul> <li><strong>Intent, </strong>or <a href="https://www.semrush.com/blog/search-intent/">search intent</a>, which tells you what type of content searchers are looking for when they use that specific keyword</li> <li><strong>Volume</strong>, or <a href="https://www.semrush.com/blog/keyword-search-volume/">search volume</a>, which estimates how many times a keyword gets searched per month</li> <li><strong>KD %</strong>, or <a href="https://www.semrush.com/blog/keyword-difficulty/">keyword difficulty</a>, which estimates how easy or difficult it is to rank in the top 10 search results for a keyword on a scale of 0% (easiest) to 100% (hardest)</li> <li><strong>PKD %</strong>, or <a href="https://www.semrush.com/blog/keyword-difficulty/#:~:text=What%20Is%20Personal%20Keyword%20Difficulty%3F">Personal Keyword Difficulty</a>, which tells you how easy or difficult it is for your website, specifically, to rank in the top 10 search results on Google</li></ul><p>Like this:</p><figure class="easyimage easyimage-side"><picture><img alt="columns of those metrics highlighted" data-original="https://static.semrush.com/blog/uploads/media/09/8d/098da4b45e79cd47a6058fda6066a1f7/5bdf8edbfcbc6b37886ae8632bd4616a/original.png" height="884" loading="lazy" src="https://static.semrush.com/blog/uploads/media/09/8d/098da4b45e79cd47a6058fda6066a1f7/5bdf8edbfcbc6b37886ae8632bd4616a/AD_4nXfPw04Qh3rB5stmRW0Npdx6P1zPWgo6wzoCFSX2lM0zPz5700223vhMt57d_itZK3CDIWvh8TfBykM5RX3oYhxi6TO9OFuPmvR2aEYoRsu35tY5P9O1u5LhkRPkE18P42g5PxX5wt6lLnUk3fZn9rxMbG4g.png" width="1010"/></picture></figure><p>Marketers use keyword metrics to determine whether a keyword is worth targeting. And what type of content will perform best for that keyword.</p><p><em><strong>Further reading:</strong></em></p><ul> <li><a href="https://www.semrush.com/blog/keyword-research/"><em>Keyword Research for SEO: What It Is & How to Do It</em></a></li> <li><a href="https://www.semrush.com/blog/keyword-metrics/"><em>6 Important Keyword Metrics & How to Analyze Them</em></a></li></ul><h3 id="on-page-seo">On-Page SEO</h3><p>On-page SEO is the process of optimizing individual webpages to help search engines understand your content and users find exactly what they’re looking for.</p><p>Which, in many cases, can lead to higher rankings in organic search results.</p><p>One of the most important on-page SEO tasks is optimizing for <a href="https://www.semrush.com/blog/search-intent/">search intent</a> (the reason behind someone’s search).</p><p>For example, when someone searches “how to make coffee,” they likely want step-by-step guides and videos. </p><p>Which is why the results page includes articles and videos that teach readers how to make coffee.</p><figure class="easyimage easyimage-side"><picture><img alt="SERP shows step-by-step guides and videos on how to make coffee" data-original="https://static.semrush.com/blog/uploads/media/f6/4c/f64c62a5952590da21eb19cf3a984c6d/84660d7206452126e35382a901fa627c/original.png" height="1499" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f6/4c/f64c62a5952590da21eb19cf3a984c6d/84660d7206452126e35382a901fa627c/AD_4nXfd3Kd_oR7twcZykPlanLxs0aOnySUEGv5wiHLPQvz2bHv_ek7foMsnqqZxICPoWMlBW1F-7H3XzJ2x_ZZVpevO8XzCh4o_t1Cn9wzdjrATM2rWS3ytDXgiuzzouYL_qSNXrHnhgnVYO4oT-LGGtZydoHfW.png" width="1010"/></picture></figure><p>But if someone searches “best coffee makers,” they probably want product reviews and comparison articles. </p><p>Which is why the results page shows review articles containing feedback for multiple coffee makers.</p><figure class="easyimage easyimage-side"><picture><img alt="coffee maker product review roundups on the SERP" data-original="https://static.semrush.com/blog/uploads/media/5b/a8/5ba8b2a7e2afddb240c72d1a6d68a5c1/6c365f9b91bb42a149cb25410dea7e7b/original.png" height="654" loading="lazy" src="https://static.semrush.com/blog/uploads/media/5b/a8/5ba8b2a7e2afddb240c72d1a6d68a5c1/6c365f9b91bb42a149cb25410dea7e7b/AD_4nXe_Aub9G9Oq3KaswOQQKvc3v872db6jKk04f6VefKQQ8DaCBDBuqvwPV9fMw7YFus8GJUEGLUyiate6RKW1s3xwRlJCXVDv7JCIpZtE6RRWUgxTcorcqgNN11GugEX2LHwNRRZ543yw1Kbck2CI7HtJDPjO.png" width="1010"/></picture></figure><p>The intent behind each keyword is different. Aligning your content with these intents can impact your ability to rank.</p><p>Other on-page optimization tactics and best practices include the following:</p><ul> <li><strong>Using your target keyword </strong>in the title, first paragraph, and throughout the page naturally</li> <li><strong>Creating high-quality content</strong> that matches search intent and covers the topic thoroughly</li> <li><strong>Including relevant images and videos</strong> with descriptive <a href="https://www.semrush.com/blog/alt-text/">alt text</a> and file names</li> <li><strong>Using </strong><a href="https://www.semrush.com/blog/internal-links/"><strong>internal links</strong></a> to connect related content on your site</li></ul><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Quickly get actionable on-page SEO optimization ideas for your site with </em><a href="https://www.semrush.com/on-page-seo-checker/"><em>On Page SEO Checker</em></a><em>.</em><br/> </p><figure class="easyimage easyimage-side"><picture><source type="image/webp" srcSet="https://static.semrush.com/blog/uploads/media/67/51/67512b12d017501d468d72d55dc0cf59/aced9bbbe0c16bd1c76223e540cb1909/AD_4nXeF6yZ67g1T8YWGyJjT8jYgGcZ1N4O8wSDCE8YzpSRuGQS-k4Eeql1HISNC9X4u0Q_oKwkcuhjhKj_5ycUqPaULDtf2mtR6md89a2FTfcT8zTaQ00nb9OQEFd_9wD6JGYAE82XU0dgOEGs-aTJTHV4xwwc8.webp"/><img src="https://static.semrush.com/blog/uploads/media/67/51/67512b12d017501d468d72d55dc0cf59/aced9bbbe0c16bd1c76223e540cb1909/AD_4nXeF6yZ67g1T8YWGyJjT8jYgGcZ1N4O8wSDCE8YzpSRuGQS-k4Eeql1HISNC9X4u0Q_oKwkcuhjhKj_5ycUqPaULDtf2mtR6md89a2FTfcT8zTaQ00nb9OQEFd_9wD6JGYAE82XU0dgOEGs-aTJTHV4xwwc8.png" data-original="https://static.semrush.com/blog/uploads/media/67/51/67512b12d017501d468d72d55dc0cf59/aced9bbbe0c16bd1c76223e540cb1909/original.png" alt="On Page SEO Checker Overview shows total ideas across strategy, backlinks, tech SEO, Content, and more. As well as top pages to optimize by search volume." loading="lazy" width="1010" height="1119"/></picture></figure></div></aside><p><em><strong>Further reading: </strong></em><a href="https://www.semrush.com/blog/on-page-seo/"><em>On-Page SEO: What It Is and How to Do It</em></a></p><h3 id="off-page-seo">Off-Page SEO</h3><p>Off-page SEO is a set of actions taken outside your website to build your site’s reputation to signal to search engines that your site is trustworthy and valuable. </p><p>This can lead to better visibility and ranking in search results. </p><p>A key off-page SEO tactic is <a href="https://www.semrush.com/blog/link-building/">link building</a> (getting other websites to link to yours). Because search engines treat <a href="https://www.semrush.com/blog/what-are-backlinks/">backlinks</a> (links from other sites) like endorsements.</p><p>So, the more quality backlinks (i.e., backlinks from reputable sites) your site has, the more trustworthy it seems. </p><p>You can see who links to you (and your competitors) with <a href="https://www.semrush.com/analytics/backlinks/">Backlink Analytics</a>. </p><figure class="easyimage easyimage-side"><picture><img alt="Backlinks report shows source page title and URL as well as the anchor text and target URL that links to your site" data-original="https://static.semrush.com/blog/uploads/media/ae/80/ae8064ee3844ac64755e41e9a9c06c11/4988c45fd4766005e775053a210cbdff/original.png" height="1344" loading="lazy" src="https://static.semrush.com/blog/uploads/media/ae/80/ae8064ee3844ac64755e41e9a9c06c11/4988c45fd4766005e775053a210cbdff/AD_4nXc9mVkzxC0o9u1gA9GPthKKrYKquWFUabxYDh3qN8-P1KZhELkZbhfG44M5w6FCjDxROqTZ8jhGcjO8OHCbLVlUBoIg0eTtVAM3OwhsmU4ZniueIKFqRC_VMS5T_rTvFusmDSJ9AP7twgKqXx35gnwp2M1x.png" width="1010"/></picture></figure><p>Other key off-page SEO tactics involve:</p><ul> <li>Using <a href="https://www.semrush.com/blog/digital-pr/"><strong>digital PR</strong></a> to increase brand awareness and gain more backlinks</li> <li>Engaging on <strong>social media</strong> to attract attention</li> <li>Managing <strong>online reviews </strong>to manage your brand reputation</li> <li>Writing <a href="https://www.semrush.com/blog/guest-blogging/"><strong>guest blogs</strong></a> to reach new audiences and get backlinks</li></ul><p><em><strong>Further reading: </strong></em><a href="https://www.semrush.com/blog/off-page-seo/"><em>What Is Off-Page SEO? A Guide to Off-Page SEO Strategy</em></a></p><h3 id="technical-seo">Technical SEO</h3><p>Technical SEO involves optimizing your site to make it easier for search engines to scan, understand, and store your content. </p><p>And this is really important.</p><p>Because search engines can’t rank pages they can’t properly access and understand. </p><p>Typical technical SEO tasks include: </p><ul> <li>Improving page speed </li> <li>Making your site mobile-friendly </li> <li>Optimizing your website architecture</li> <li>Finding and fixing broken links</li></ul><p><em><strong>Further reading: </strong></em><a href="https://www.semrush.com/blog/technical-seo/"><em>What Is Technical SEO? Basics and Best Practices</em></a></p><h2 id="pros-and-cons-of-seo">Pros and Cons of SEO</h2><p>SEO as a marketing strategy comes with both advantages and disadvantages.</p><h3 id="pros">Pros</h3><p><strong>1. You get sustainable growth.</strong></p><p>SEO builds lasting organic traffic. Once you rank for valuable keywords, you'll continue to attract visitors without paying for each click. This compounding effect can lead to significant long-term growth.</p><p>Here’s what the organic traffic trend looks like for the Semrush domain:</p><figure class="easyimage easyimage-side"><picture><img alt="Estimated traffic trend graph shows increase over 2 year period" data-original="https://static.semrush.com/blog/uploads/media/4a/ea/4aeac4d325bfc091331ce36f17ffc767/3d1a6812bcda81a5c60232a19c8c7542/original.png" height="963" loading="lazy" src="https://static.semrush.com/blog/uploads/media/4a/ea/4aeac4d325bfc091331ce36f17ffc767/3d1a6812bcda81a5c60232a19c8c7542/AD_4nXf8U_h-vcjOupn_FFxg5qQtwVxHIm-EDP6EUAm7AHtwaCT2foYW8RCLXdj3IMy6S_Xb2Xn71h4OT-fF5rxJ7bn-d4t8WqPA6YPD1-4OgYGxYePm-V9pGyaFIs70sw604unjEQlu_kKF2KNrZ1wqlac2KUA.png" width="1010"/></picture></figure><p><strong>2. It’s cost-effective in the long run.</strong></p><p>While SEO requires an initial investment, it often becomes more affordable than paid advertising over time because you're building an asset that keeps working for you rather than renting attention.</p><p>For example, the <a href="https://www.semrush.com/analytics/organic/">Organic Research</a> overview report shows that Semrush blog’s traffic cost is about $5.6M.</p><p>Meaning if Semrush were to pay for <em>all</em> the traffic to its domain, it would have to pay roughly $5.6M.</p><figure class="easyimage easyimage-side"><picture><img alt="traffic cost number highlighted" data-original="https://static.semrush.com/blog/uploads/media/4f/2c/4f2cefa2deb225d73564b538bfc1eb9b/5ee48cb73d58e768264d2544b1c148c3/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/4f/2c/4f2cefa2deb225d73564b538bfc1eb9b/5ee48cb73d58e768264d2544b1c148c3/AD_4nXeoHUFT_5Y71dbKUjr7EIapv8W7rP4hP5UT8kR8tmKjnN5kxvKgdzltpkjBP7hDku7aE0KdZ352PqWzZC8gUW84HAYtcFLQ0heuglF04Lh7Sq7ENNhDekcse5g6F9IR1jUv3UqcN6h5vMG_zeQGI0I6HffD.png" width="1010" height="963"/></picture></figure><p>But it can continue to generate organic traffic even if it stops investing in SEO for a while.</p><p><strong>3. It can build trust and credibility.</strong></p><p>High search rankings signal to your target audience that your site is reputable and relevant. This can help boost brand awareness and establish your company as an authority in your niche.</p><p>For instance, Semrush has worked on its domain reputation over the years and has an Authority Score of 86. </p><figure class="easyimage easyimage-side"><picture><img alt="Authority Score widget highlighted in tool" data-original="https://static.semrush.com/blog/uploads/media/1d/d6/1dd650a225766a2c27c5fdf729192eb4/7842fb7e92016060101802eeff8b15e0/original.png" height="973" loading="lazy" src="https://static.semrush.com/blog/uploads/media/1d/d6/1dd650a225766a2c27c5fdf729192eb4/7842fb7e92016060101802eeff8b15e0/AD_4nXcbg7RxvrDKIY2xpiLfos5-16YwffGQ6jz7drAOZQZXG0WWcmD0hFoHWnHbmp-VgOX1rz4isbs-tYWESo84WSATvs-ljZbxQRfrnBr0PgwhnDMlqK1eOW55Fy6h5k0zcJa4y_jgIuw5T1uKxJ81nuBEHpSN.png" width="1010"/></picture></figure><p><strong>4. It can improve the user experience</strong></p><p>Many SEO best practices, like improving page speed and optimizing for mobile, also enhance the overall user experience. </p><p>Which can lead to higher engagement and conversion rates.</p><p><em><strong>Further reading: </strong></em><a href="https://www.semrush.com/blog/importance-of-seo/"><em>Why Is SEO Important? 10 Reasons It Matters</em></a></p><h3 id="cons">Cons</h3><p><strong>1. It can be time-intensive</strong>.</p><p>SEO is a marathon, not a sprint.</p><p>It often takes <a href="https://www.semrush.com/blog/how-long-does-seo-take/">4-12 months</a> to see significant results. And you'll need to continuously optimize your content to maintain and improve rankings.</p><p><strong>2. It requires expertise</strong>.</p><p>SEO demands a mix of technical knowledge, content creation skills, and strategic thinking. Which means you'll need to invest in learning these skills. Or hire experts to handle your SEO.</p><p><strong>3. You have no control over algorithm changes</strong>.</p><p>Search engines frequently update their <a href="https://www.semrush.com/blog/google-algorithm-update/">algorithms</a>.</p><p>In fact, <a href="https://www.semrush.com/sensor/">Semrush Sensor</a> shows search results (and possibly your rankings) have been changing frequently over the last month. With a volatility score consistently above eight.</p><figure class="easyimage easyimage-side"><picture><img alt="SERP volatility for the last 30 days shows very high volatility across most business categories" data-original="https://static.semrush.com/blog/uploads/media/44/5a/445ad0c6bc3529325e18e82634a39a2e/2cd1a58edc8ccd0451818da6cd1e97ec/original.png" height="834" loading="lazy" src="https://static.semrush.com/blog/uploads/media/44/5a/445ad0c6bc3529325e18e82634a39a2e/2cd1a58edc8ccd0451818da6cd1e97ec/AD_4nXcHmt6Ft1UARgQE47JW_zvVSFDicekcUE_66kZ4htffLabeZ83lfPz3Rj9sPJvquedsgspx8ORjODiRfdXjP4o_uIhpX4TDReDTX2ks8jJ8-dnA4iB3z1lpLxhjViLRmsChrtCiASDDN8xTD_m32JZLoYY.png" width="1010"/></picture></figure><p>Algorithm changes could impact your rankings, requiring you to adapt your strategy quickly to maintain your position.</p><p><strong>4. Some keywords are very competitive.</strong></p><p>For high-value keywords, you're often competing against established sites with significant resources. Breaking through can be challenging and may require substantial effort.</p><figure class="easyimage easyimage-side"><picture><img alt="The keyword credit card in Keyword Magic Tool shows high keyword difficulty across broad match keywords" data-original="https://static.semrush.com/blog/uploads/media/d6/a2/d6a2954541de435bfdbe1e7a25c6b108/96d869281906a2ac5134fe00f7b18c30/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d6/a2/d6a2954541de435bfdbe1e7a25c6b108/96d869281906a2ac5134fe00f7b18c30/AD_4nXeVKIIw2FpODBWMqOmnKcjlksQbdA-qwVU1eiVi6_m6IkXRf1VCMoZNPUwUu0xkU6KoJDVF86qWiPidq0j48QouRV05pMuED8PVAlbY1A81F__SHhNP_kdEKRwwsyBeGPLXIU6K5jWvKrfx1DSFByvKGVNw.png" width="1010" height="804"/></picture></figure><h2 id="what-is-ppc">What Is PPC?</h2><p>PPC (pay-per-click) is an online advertising model where you pay a fee each time someone clicks on one of your ads. </p><p>It lets you <strong>buy</strong> visits to your site instead of earning them organically.</p><p>Here’s what a PPC ad looks like in a Google SERP:</p><figure class="easyimage easyimage-side"><picture><img alt="PPC Ad appears as a text ad at the top of the SERP" data-original="https://static.semrush.com/blog/uploads/media/99/5c/995c6570eba317b4622625c154bf2784/ca53295f5cdf04506ebc457066d74c43/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/99/5c/995c6570eba317b4622625c154bf2784/ca53295f5cdf04506ebc457066d74c43/AD_4nXf2W9d03mB4xHXGr_5lu3uR07W5QebR1mwHfzR7uCaGqAbLQhKq364JUxeLk0ik2RPCQpoaPGGG6Vs4l9oE5H-uYiwHYCipW8KiD4m8TDlp4avfhVHRz0uIs8cDwRAoMZnsUHa0HVm0E06ojdu9E78lsvmP.png" width="1010" height="513"/></picture></figure><p>The key components of a successful PPC campaign include:</p><ul> <li><strong>Keyword research</strong>: finding relevant terms your target audience is searching for</li> <li><strong>Keyword bidding</strong>: setting the maximum amount you’re willing to pay for a click</li> <li><strong>Audience targeting and retargeting</strong>: showing ads to very specific audiences </li> <li><strong>Ad creation</strong>: crafting compelling text or visual ads to drive clicks</li></ul><p><em><strong>Further reading:</strong></em></p><ul> <li><a href="https://www.semrush.com/blog/what-is-ppc/"><em>What Is PPC? The Definitive Guide to Pay-Per-Click Marketing</em></a></li> <li><a href="https://www.semrush.com/blog/ppc-strategy/"><em>How to Create an Effective PPC Strategy in 7 Steps</em></a></li></ul><h3 id="ppc-keyword-research">PPC Keyword Research</h3><p>PPC keyword research involves finding and selecting the keywords to bid on in your paid search campaigns. </p><p>It's about discovering the exact terms people use when searching for products or services like yours.</p><p>And unlike SEO keyword research, PPC usually focuses on keywords with <a href="https://www.semrush.com/blog/how-to-find-commercial-intent-based-keyword-phrases-for-any-niche/">commercial intent</a>.</p><p>Meaning you’re looking for keywords that can <strong>drive immediate sales or conversions</strong>. </p><p>You can use the intent filter in the <a href="https://www.semrush.com/analytics/keywordmagic/">Keyword Magic Tool</a> to see only keywords with commercial intent. </p><p>Like this:</p><figure class="easyimage easyimage-side"><picture><img alt="keywords filtered by commercial intent with CPC column highlighted" data-original="https://static.semrush.com/blog/uploads/media/d5/bf/d5bfdef80a3d6fff07bff05035e12840/d5a1c8473bc0d80b9166e4b6e33c5bc6/original.png" height="824" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d5/bf/d5bfdef80a3d6fff07bff05035e12840/d5a1c8473bc0d80b9166e4b6e33c5bc6/AD_4nXcBVY3zxEzCcxHq0b0DNeXQsgiyk2J9-DsoLJ8yiYcTrODYyki6GdFdmCtAWlkFiPv02LxTI7W8vKIhp16vkUAcuV0OUGUHZxzP00iflfFiNOISghVEzDG75-Du-N1GG-PL5xf6XxnNKGu8Cq611-uxEzk.png" width="1010"/></picture></figure><p>Use the “CPC” column to see the average price in USD advertisers pay per click for that keyword.</p><p><em><strong>Further reading: </strong></em><a href="https://www.semrush.com/blog/ppc-keyword-research/"><em>How to Do PPC Keyword Research for Your Ad Campaigns</em></a></p><h3 id="keyword-bidding">Keyword Bidding</h3><p>Keyword bidding in PPC involves setting the maximum amount you’re willing to pay for each click on your ad for a specific keyword. </p><p>Here’s how it works: you choose your keywords, set a maximum bid, and compete with other advertisers for ad placement. </p><p>Use <a href="https://www.semrush.com/analytics/adwords/positions">Advertising Research</a> to see the keywords your competitors are bidding on.</p><figure class="easyimage easyimage-side"><picture><img alt="Paid Search Positions table shows keywords that trigger an ad for the domain" data-original="https://static.semrush.com/blog/uploads/media/5f/95/5f95f3e57ef7a83962f6e0b667f3c640/f9e8973058e019dc5cdd889165b45b1e/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/5f/95/5f95f3e57ef7a83962f6e0b667f3c640/f9e8973058e019dc5cdd889165b45b1e/AD_4nXdV4IJhJyQsvaK9YJFgJi4Q3jmBT6uI12OqRomQPbQxDnw2yVVL5vNjwKeLgWdFVeQSLnnfaqlHV_7zsRCUqoBojKDYLvXrr00Je78yiR11bU-XQckViDQ_9bBwJBr9DJXqEd4ERWSEZ3W6SXLQp8YFUDTW.png"/></picture></figure><p><em><strong>Further reading:</strong></em></p><ul> <li><a href="https://www.semrush.com/blog/keyword-bidding/"><em>What Is Keyword Bidding? A Step-by-Step Guide for Beginners</em></a></li> <li><a href="https://www.semrush.com/blog/google-ads-bid-strategy/"><em>The Ultimate Guide to Google Ads Bid Strategy (with Examples)</em></a></li></ul><h3 id="audience-targeting-and-retargeting">Audience Targeting and Retargeting</h3><p>PPC lets you show ads to specific groups of people. This is called audience targeting.</p><p>You can choose who sees your ads based on traits like age, location, interests, or online behavior. </p><figure class="easyimage easyimage-side"><picture><img alt="settings for ad campaign in Google Ads" data-original="https://static.semrush.com/blog/uploads/media/76/2e/762e79cf90994f3b091bead9a73ddfbb/9fbdf6e24fb3c2e90cb683f9138bd8b2/original.png" height="1195" loading="lazy" src="https://static.semrush.com/blog/uploads/media/76/2e/762e79cf90994f3b091bead9a73ddfbb/9fbdf6e24fb3c2e90cb683f9138bd8b2/AD_4nXd8GImDOQBOn0sHbYtZeHPdlropwf7FuZFAPOtOzli0as4h9rCxGyOZNGHWtj3EoRFaWd5M8Tl7taUxR6cmCVOcSZAsWF4VgMsEhPO_0o3BPBndNRiMt5qgGJNlTW2dce6hbH1Dkb_7faozqWkSJzw468U.png" width="1010"/></picture></figure><p>Targeting specific audiences can increase your chances of reaching people who are likely to buy from you. Meaning more clicks, leads, and sales for your ad budget.</p><p>Retargeting takes this a step further. It shows ads to people who've already interacted with your brand.</p><p>Let’s say someone visits your website but doesn't buy. Retargeting displays your ads to them on sites they visit later.</p><p>Like this:</p><figure class="easyimage easyimage-side"><picture><img alt="webpage the user visited shows a product landing page and the webpage the user was retargeted on was yahoo! news, showing a display ad banner for that product" data-original="https://static.semrush.com/blog/uploads/media/74/b1/74b1561b9ba6c73d6c9af8da3200a7c3/524012e05c80f520f2cc2c27459df856/original.png" height="1364" loading="lazy" src="https://static.semrush.com/blog/uploads/media/74/b1/74b1561b9ba6c73d6c9af8da3200a7c3/524012e05c80f520f2cc2c27459df856/AD_4nXeO0-BJLu7e-7LB1X2S_ocXMiyctxRluqZ7IfVEegshY1wBaoABc_AbTfSfq4NSF2kUSELvgzng6QnXPreMT6Rke3nBc5KBPpmmgIRoi6niMl5mqiW1oGiUKBJ4tAFnw9EfyXNIIRfrz-sbWjzrKP4WFuxa.png" width="1010"/></picture></figure><p><em><strong>Further reading:</strong></em></p><ul> <li><a href="https://www.semrush.com/blog/audience-segments/"><em>Google Ads Audience Segments: Types, Tips, and Best Practices</em></a></li> <li><a href="https://www.semrush.com/blog/retargeting/"><em>What Is Retargeting and How Does It Work?</em></a></li></ul><h3 id="ad-creation">Ad Creation</h3><p>Creating ads in PPC involves designing compelling advertisements that encourage users to click and convert. </p><p>The ad copy and visuals you use directly impact your click-through rates and <a href="https://www.semrush.com/blog/quality-score/">Quality Score</a> (i.e., a rating that shows you how good your ad is compared to competing ads). </p><p>To create effective PPC ads: </p><ul> <li>Write headlines that grab attention and address user needs</li> <li>Craft concise descriptions that highlight the benefits of what you offer</li> <li>Include clear calls to action (CTAs) that motivate users to take the desired next step (e.g., sign up for a newsletter or buy a product)</li> <li>Use relevant keywords to improve ad relevance and quality score</li></ul><p>You can use the “<strong>Ads Copies</strong>” tab in <a href="https://www.semrush.com/analytics/adwords/positions">Advertising Research</a> to see the exact ads your competitors are running.</p><figure class="easyimage easyimage-side"><picture><img alt="ads copies report" data-original="https://static.semrush.com/blog/uploads/media/2b/e1/2be15f3ee791bcc25ae93e2b177bdca3/cf2d89c184c7d2b1bc1abbd050d6a15a/original.png" height="883" loading="lazy" src="https://static.semrush.com/blog/uploads/media/2b/e1/2be15f3ee791bcc25ae93e2b177bdca3/cf2d89c184c7d2b1bc1abbd050d6a15a/AD_4nXeHPTHLM7hMOL5pUzTHpax7wTE2ygTNC2OdXrvZSUrWPgaNKfRdEoaN4kfI4qxkixWcWnvKoerC4WRsyhY3etxtpxr0Od36n4LSEUKNHSgxLKkyTU_jJ1LoIWTWJSdWpKwOLU8b_tqps5VQjBhgrrmSmWtE.png" width="1010"/></picture></figure><p>Use these insights to help you craft your own ads. </p><p><em><strong>Further reading: </strong></em><a href="https://www.semrush.com/blog/paid-search-ads/"><em>A Guide to Paid Search Ads: Definition + How to Set up Campaigns</em></a></p><h2 id="pros-and-cons-of-ppc">Pros and Cons of PPC</h2><p>PPC offers quick visibility but also presents challenges. Let’s explore the pros and cons. </p><h3 id="pros">Pros</h3><p><strong>1. It gives you instant visibility.</strong></p><p>PPC puts your ads at the top of search results immediately, so you can start driving traffic to your site as soon as your campaign goes live—unlike SEO, which takes time to build momentum.</p><p>For example, the search results page for “coffee subscription” shows an ad right at the top of the page.</p><figure class="easyimage easyimage-side"><picture><img alt="Sponsored ad at the top of the SERP is PPC" data-original="https://static.semrush.com/blog/uploads/media/02/d0/02d0cbdc3d32781488df9f6944e970a0/1e2e9e6b3477e463d75fbb7decbb4c8e/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/02/d0/02d0cbdc3d32781488df9f6944e970a0/1e2e9e6b3477e463d75fbb7decbb4c8e/AD_4nXflAm7Ksqnm1Kr5dR3piHq5ldi9n7vYoeUzYRduznpDMDxmrPUv8Gz4o_6WSlHBbOdQoOyGp8dK3OTaBpe4OXbJY8RxubC0bNNEZdU_MmA5wOHZ5kAhrCLO0evitCwKgZ4suu5emTo3aLawtHLKseJB3hP6.png" width="1010" height="816"/></picture></figure><p><strong>2. It allows for precise targeting.</strong></p><p>PPC platforms let you target your audience by location, device, time of day, and even specific interests or behaviors. This level of control helps you reach your ideal customers more effectively.</p><p><strong>3. It produces measurable results.</strong></p><p>PPC provides clear, trackable data on your ad performance. You can see exactly how many clicks, conversions, and sales your ads generate, which makes it easy to calculate ROI and adjust your strategy.</p><p>To illustrate, here’s a performance overview from Semrush’s <a href="https://www.semrush.com/my_reports/grid">My Reports</a> tool.</p><p>It shows impressions (how many people saw the ad), clicks, conversions, CTR, cost, CPC, cost per conversion, and conversion rate. </p><figure class="easyimage easyimage-side"><picture><img alt="Google Ad metrics overview as seen in Semrush's My Reports" data-original="https://static.semrush.com/blog/uploads/media/ba/a5/baa505e78461b84a2bf477580c437af8/c943148cb9d51f47db5cff79a40d1bcb/original.png" height="670" loading="lazy" src="https://static.semrush.com/blog/uploads/media/ba/a5/baa505e78461b84a2bf477580c437af8/c943148cb9d51f47db5cff79a40d1bcb/AD_4nXd2zem2TsvNZby3XtuigSeH1JHd0ZspbK3j43nllygK1YS4vQo7NDFNmLIcFP4UitUqEip1wm2-M5q2jyyS7xESjH7lXHvjEO-vzi3bJEKWFhWdm1qxZS3t1Jdc0ZSFjbcg6eSl5L4oNFw4Y54bPNSR7mRh.png" width="1010"/></picture></figure><p><strong>4. It allows for flexible budgeting.</strong></p><p>You decide how much to spend on PPC. Whether you have $10 or $10,000 to invest, you can run campaigns that fit your budget and scale up or down as needed.</p><h3 id="cons">Cons</h3><p><strong>1. It requires ongoing costs</strong>.</p><p>PPC requires continuous investment. Once you stop paying, your ads disappear from search results. This makes it harder to build long-term, sustainable traffic compared to SEO.</p><p><strong>2. You risk experiencing click fraud.</strong></p><p>Competitors or bots might click your ads without any intention of buying. This wastes your budget and skews your data.</p><p>While major platforms have safeguards, click fraud is still a concern for advertisers.</p><p><strong>3. Ad fatigue is real.</strong></p><p>Ad fatigue occurs when users see your ads too often and stop engaging with them.</p><p>In other words, people can become "blind" to ads over time.</p><p>As your target audience sees your ads repeatedly, they may start ignoring them. Leading to decreased click-through rates and higher costs per click.</p><p><strong>4. There’s a learning curve</strong>.</p><p>Effective PPC management takes skill and experience. You need to understand keyword research, ad copywriting, landing page optimization, and bidding strategies.</p><p>The learning curve can be steep for beginners.</p><h2 id="4-ways-to-use-seo-and-ppc-together">4 Ways to Use SEO and PPC Together</h2><p>Here are four ways to bridge the gap. And use <a href="https://www.semrush.com/blog/ppc-and-seo-working-together/">SEO and PPC marketing together</a> for better results:</p><h3 id="1--use-ppc-to-promote-your-most-important-seo-content">1. Use PPC to Promote Your Most Important SEO Content</h3><p>Increase visibility and traffic to your high-value pages by using PPC ads to boost your best content.</p><p>This tactic is especially useful for new websites or new content that hasn't started ranking organically yet.</p><h3 id="2--retarget-organic-users-with-ppc-ads">2. Retarget Organic Users with PPC Ads</h3><p>Capture lost opportunities by <a href="https://www.semrush.com/blog/retargeting/">retargeting</a> users who visited your site through organic search. But didn't convert.</p><p>Retargeting users can remind visitors of your product or service. And bring them back to your site. </p><p>Let’s say someone reads your blog post but doesn’t sign up for a free trial.</p><p>You can use display ads to retarget them with a special offer.</p><h3 id="3--dominate-the-serp-with-both-ppc-and-seo-content">3. Dominate the SERP with Both PPC and SEO Content</h3><p>Appear multiple times on search results pages by combining SEO and PPC.</p><p>It can help you build brand recognition and give you more chances to attract clicks.</p><p>This tactic is great for making sure you always rank at the top for your most important keywords. Especially when there’s lots of competition.</p><p>For example, Semrush runs ads for the keyword “site audit.” And also ranks first in organic results.</p><figure class="easyimage easyimage-side"><picture><img alt="Semrush appears as a PPC ad and an organic SEO webpage on the same SERP" data-original="https://static.semrush.com/blog/uploads/media/fa/f8/faf8f353754ccdd6f300a315ca6dc7c4/fb20bc09f3504588f3d7cc3a04510835/original.png" height="959" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fa/f8/faf8f353754ccdd6f300a315ca6dc7c4/fb20bc09f3504588f3d7cc3a04510835/AD_4nXeV_ajjcKAaHri0aofBkaBPgTU7h-J_NnDs79wbPg78a03S7pTaxs0JfkskOV0AJM_EVZbbxwwSl8SlLzjDlng7b6w5YoNROfNXg6KesV_nCokTL4SwQVDX00rVOM1DD-sYrw0FxUwwiHdKWZZle1GTwynI.png" width="1010"/></picture></figure><h3 id="4--use-ppc-to-test-your-seo-content-strategies">4. Use PPC to Test Your SEO Content Strategies</h3><p>Before investing time and resources into SEO, test your ideas with PPC. </p><p>Use ad performance data to gauge user interest and refine your approach.</p><p>For example, you can test different headlines and messages in PPC ads to see which ones generate more clicks and conversions.</p><p>Then, create content that resonates based on the data you collect.</p><h2 id="create-an-integrated-marketing-strategy">Create an Integrated Marketing Strategy</h2><p>To get the best results, combine SEO and PPC.</p><p>Each has its strengths. But together, they cover all bases.</p><p>Build a strong SEO foundation with keyword research, on-page optimization, and quality content.</p><p>And use PPC to target specific keywords and audiences. So you can drive immediate traffic while your SEO efforts gain traction.</p><p>Start creating SEO and PPC content today. With a <a href="http://semrush.com/signup">free Semrush account</a> (no credit card needed) that gives you access to over 55 tools.</p><p>You’ll be able to:</p><ul> <li>Conduct audience research</li> <li>Create optimized, user-friendly content</li> <li>Do keyword research</li> <li>Spy on your competitors’ PPC ads</li> <li>Run a site audit</li></ul><p>And lots more. </p><div></div></article><div class="sc-gKclnd gIVKXH sc-edERGn fvqybF"><span data-test="share-block-description" class="sc-kLwhqv bAMHOQ">Share</span><div data-test="share-block" class="sc-gKclnd jVrJcj"><div class="sc-giYglK fSiAZB"><a data-test="share-block-link-text-linkedin" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fseo-vs-ppc%2F%3Futm_source%3Dlinkedin%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-linkedin-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#linkedin-icon"></use></svg></a><a data-test="share-block-link-text-twitter" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fseo-vs-ppc%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22SEO+vs.+PPC%3A+Differences%2C+Pros%2C+Cons%2C+%26+How+to+Choose%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#twitter-icon"></use></svg></a><a data-test="share-block-link-text-facebook" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fseo-vs-ppc%2F%3Futm_medium%3Dblogsharefacebook%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-facebook-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#facebook-icon"></use></svg></a><a data-test="share-block-link-text-mail" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="mailto:?body=SEO vs. PPC: Differences, Pros, Cons, & How to Choose%0D%0Ahttps://www.semrush.com/blog/seo-vs-ppc/?utm_source=socialsharing_email&utm_medium=blogshare&utm_campaign=socialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-mail-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div></div><div class="sc-gKclnd kcZgbH right-article-section"><section class="sc-hkgtus cZJvJx"></section></div></div></div><div data-test="container" class="sc-gKclnd fYleTp"><div class="sc-gKclnd eYTkOv"><div data-test="wrapper-for-author-bio" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-subscription" class="sc-gKclnd hrZfTH"></div></div></div><div data-test="wrapper-for-more-on-this" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-trial" class="sc-gKclnd hrZfTH"></div></main><div data-test="wrapper-for-footer" class="sc-gKclnd hrZfTH"></div></div></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"canonicalSubdomain":"www","locale":"en","breakpoint":{"isPhone":false,"isTablet":false,"isDesktop":true},"page":{"id":3373,"status":"published","url":"seo-vs-ppc","template":"article-base","title":"SEO vs. PPC: Differences, Pros, Cons, \u0026 How to Choose","preview":"SEO drives traffic through organic search, whereas PPC generates traffic using different types of paid ads.","previewImage":"https://static.semrush.com/blog/uploads/media/09/72/0972b6c2ab72378f908ed3f334c0a99a/seo-vs-ppc.svg","socialImage":"https://static.semrush.com/blog/uploads/media/07/0b/070be281fe2d2922c7e4f9b0785a4e7c/seo-vs-ppc-sm.png","extraImage":"https://static.semrush.com/blog/uploads/media/09/72/0972b6c2ab72378f908ed3f334c0a99a/extra.png","altPreviewImage":"SEO vs. PPC","altSocialImage":"SEO vs. PPC","hidePreviewImage":0,"publishedAt":1595849340000,"editedAt":1730211540000,"metaTitle":"SEO vs. PPC: Differences, Pros, Cons, \u0026 How to Choose","metaDescription":"SEO drives traffic through organic search, whereas PPC generates traffic using different types of paid ads.","schemaOrg":"{}","author":{"id":201654769,"alias":"carlos","name":"Carlos Silva","photo":"https://static.semrush.com/blog/uploads/user/91/f0/91f07ef1c7b49fa3f177d6606908ef67/resized_profile.png","photoMask":"blob","company":"Semrush","position":"Senior Content Writer","bio":"Carlos Silva is a content marketer with over 10 years of experience in writing, content strategy, and SEO. At Semrush, he’s involved in research, editing, and writing for the English blog. He also owns Semrush’s Educational Newsletter (4M+ subscribers).","socials":{"webSite":"https://www.semrush.com/","twitter":"https://twitter.com/cesilvam","facebook":"","instagram":"","linkedin":"https://www.linkedin.com/in/carlos-silva-maldonado/"},"isPublic":true,"expertise":["content writing","content strategy","on-page seo","keyword research"],"education":[{"establishment":"Ohio Wesleyan University","degree":"BA in Economics Management","link":"https://owu.edu/"}]},"blocks":{"articleContent":{"code":"article-content","itemId":29517,"enabled":true,"value":[]}},"critical":{"article-content":{"id":29517,"content":"\u003ch2\u003eSEO vs. PPC: What's the Difference?\u003c/h2\u003e\u003cp\u003e\u003cstrong\u003eSearch engine optimization (SEO)\u003c/strong\u003e is the practice of optimizing your website to improve its visibility in organic (unpaid) search engine results.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003ePay-per-click (PPC) advertising\u003c/strong\u003e, on the other hand, involves paying for ads that appear at the top of search engine results or on other websites.\u003c/p\u003e\u003cp\u003eThe main differences between the two lie in cost and timing—SEO focuses on long-term growth through organic traffic, while PPC offers immediate visibility through paid ads.\u003c/p\u003e\u003cp\u003eBut both are beneficial. Especially if you use them together (\u003ca href=\"#4-ways-to-use-seo-and-ppc-together\"\u003ego here to learn how\u003c/a\u003e).\u003c/p\u003e\u003ch3\u003eWhen to Use SEO vs. PPC\u003c/h3\u003e\u003cp\u003eChoose SEO when:\u003c/p\u003e\u003cul\u003e \u003cli\u003eYour budget is limited\u003c/li\u003e \u003cli\u003eYou’re in it for the long run\u003c/li\u003e \u003cli\u003eYou want to build authority in your niche\u003c/li\u003e \u003cli\u003eYour audience is searching for answers and information \u003c/li\u003e\u003c/ul\u003e\u003cp\u003ePick PPC if:\u003c/p\u003e\u003cul\u003e \u003cli\u003eYou need quick results\u003c/li\u003e \u003cli\u003eYou’re launching a new or unique product \u003c/li\u003e \u003cli\u003eYou’re promoting an event\u003c/li\u003e \u003cli\u003eYou want to drive traffic to specific pages \u003c/li\u003e\u003c/ul\u003e\u003cp\u003eThe best choice between SEO and PPC depends on your goals, budget, and timeline.\u003c/p\u003e\u003cp\u003eOften, a \u003cstrong\u003emix of both\u003c/strong\u003e drives the best results.\u003c/p\u003e\u003ch2\u003eWhat Is SEO?\u003c/h2\u003e\u003cp\u003eSEO is the process of improving your website’s visibility in search results with the goal of attracting more organic (non-paid) traffic. \u003c/p\u003e\u003cp\u003eIt can boost brand awareness, drive targeted traffic, and lead to higher conversions without having to pay for each visitor. \u003c/p\u003e\u003cp\u003eSEO usually involves four main components:\u003c/p\u003e\u003cul\u003e \u003cli\u003e\u003cstrong\u003eKeyword research\u003c/strong\u003e: finding and targeting words people search for\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eOn-page SEO\u003c/strong\u003e: creating high-quality content and optimizing pages with relevant keywords\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eOff-page SEO\u003c/strong\u003e: building backlinks and improving your site’s authority and trustworthiness\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eTechnical SEO\u003c/strong\u003e: ensuring search engines can find, understand, and store your content\u003c/li\u003e\u003c/ul\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading: \u003c/strong\u003e\u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/what-is-seo/\"\u003e\u003cem\u003eWhat Is SEO? Meaning, Examples \u0026amp; How to Optimize Your Site\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003ch3\u003eSEO Keyword Research\u003c/h3\u003e\u003cp\u003eKeyword research for SEO means finding and analyzing the words and phrases your audience is searching for in search engines.\u003c/p\u003e\u003cp\u003ePerforming keyword research helps you understand your target user’s needs. So you can create content that satisfies their queries. And improve your organic rankings.\u003c/p\u003e\u003cp\u003eKeyword research usually involves using \u003ca href=\"https://www.semrush.com/blog/keyword-research-tools/\"\u003ekeyword research tools\u003c/a\u003e like the \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\"\u003eKeyword Magic Tool\u003c/a\u003e. \u003c/p\u003e\u003cp\u003eLet’s say you run an online journal sticker store. Most of your target audience is probably looking up “journal stickers” or “stickers for journals.”\u003c/p\u003e\u003cp\u003eSo plug those into the Keyword Magic Tool. Along with your domain. And hit “\u003cstrong\u003eSearch\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"keyword and domain entered into tool\" data-original=\"https://static.semrush.com/blog/uploads/media/e5/94/e594bf1a6313e347351a23e5554c2ee4/ee709400de401f31553b0ccf90772789/original.png\" height=\"623\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e5/94/e594bf1a6313e347351a23e5554c2ee4/ee709400de401f31553b0ccf90772789/AD_4nXfyDoIo11QMP15E_8f9f2CUUjVNGkCEKJSAQe2jGUTxXUjjkYPsRinpJ2Rfr9Q-cQCG9xrVQxZD6RAz0Ys2VtqZ_p-bMwVS1aS2hmDVHgao8IUixMkj7_Sj_1WsK23NCXTEFLk0I6iHE5j4_DJfYzU61r-g.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll see a lot of keywords related to your original term. Along with the following important metrics:\u003c/p\u003e\u003cul\u003e \u003cli\u003e\u003cstrong\u003eIntent, \u003c/strong\u003eor \u003ca href=\"https://www.semrush.com/blog/search-intent/\"\u003esearch intent\u003c/a\u003e, which tells you what type of content searchers are looking for when they use that specific keyword\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eVolume\u003c/strong\u003e, or \u003ca href=\"https://www.semrush.com/blog/keyword-search-volume/\"\u003esearch volume\u003c/a\u003e, which estimates how many times a keyword gets searched per month\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eKD %\u003c/strong\u003e, or \u003ca href=\"https://www.semrush.com/blog/keyword-difficulty/\"\u003ekeyword difficulty\u003c/a\u003e, which estimates how easy or difficult it is to rank in the top 10 search results for a keyword on a scale of 0% (easiest) to 100% (hardest)\u003c/li\u003e \u003cli\u003e\u003cstrong\u003ePKD %\u003c/strong\u003e, or \u003ca href=\"https://www.semrush.com/blog/keyword-difficulty/#:~:text=What%20Is%20Personal%20Keyword%20Difficulty%3F\"\u003ePersonal Keyword Difficulty\u003c/a\u003e, which tells you how easy or difficult it is for your website, specifically, to rank in the top 10 search results on Google\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eLike this:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"columns of those metrics highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/09/8d/098da4b45e79cd47a6058fda6066a1f7/5bdf8edbfcbc6b37886ae8632bd4616a/original.png\" height=\"884\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/09/8d/098da4b45e79cd47a6058fda6066a1f7/5bdf8edbfcbc6b37886ae8632bd4616a/AD_4nXfPw04Qh3rB5stmRW0Npdx6P1zPWgo6wzoCFSX2lM0zPz5700223vhMt57d_itZK3CDIWvh8TfBykM5RX3oYhxi6TO9OFuPmvR2aEYoRsu35tY5P9O1u5LhkRPkE18P42g5PxX5wt6lLnUk3fZn9rxMbG4g.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eMarketers use keyword metrics to determine whether a keyword is worth targeting. And what type of content will perform best for that keyword.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading:\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003cul\u003e \u003cli\u003e\u003ca href=\"https://www.semrush.com/blog/keyword-research/\"\u003e\u003cem\u003eKeyword Research for SEO: What It Is \u0026amp; How to Do It\u003c/em\u003e\u003c/a\u003e\u003c/li\u003e \u003cli\u003e\u003ca href=\"https://www.semrush.com/blog/keyword-metrics/\"\u003e\u003cem\u003e6 Important Keyword Metrics \u0026amp; How to Analyze Them\u003c/em\u003e\u003c/a\u003e\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003eOn-Page SEO\u003c/h3\u003e\u003cp\u003eOn-page SEO is the process of optimizing individual webpages to help search engines understand your content and users find exactly what they’re looking for.\u003c/p\u003e\u003cp\u003eWhich, in many cases, can lead to higher rankings in organic search results.\u003c/p\u003e\u003cp\u003eOne of the most important on-page SEO tasks is optimizing for \u003ca href=\"https://www.semrush.com/blog/search-intent/\"\u003esearch intent\u003c/a\u003e (the reason behind someone’s search).\u003c/p\u003e\u003cp\u003eFor example, when someone searches “how to make coffee,” they likely want step-by-step guides and videos. \u003c/p\u003e\u003cp\u003eWhich is why the results page includes articles and videos that teach readers how to make coffee.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"SERP shows step-by-step guides and videos on how to make coffee\" data-original=\"https://static.semrush.com/blog/uploads/media/f6/4c/f64c62a5952590da21eb19cf3a984c6d/84660d7206452126e35382a901fa627c/original.png\" height=\"1499\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f6/4c/f64c62a5952590da21eb19cf3a984c6d/84660d7206452126e35382a901fa627c/AD_4nXfd3Kd_oR7twcZykPlanLxs0aOnySUEGv5wiHLPQvz2bHv_ek7foMsnqqZxICPoWMlBW1F-7H3XzJ2x_ZZVpevO8XzCh4o_t1Cn9wzdjrATM2rWS3ytDXgiuzzouYL_qSNXrHnhgnVYO4oT-LGGtZydoHfW.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eBut if someone searches “best coffee makers,” they probably want product reviews and comparison articles. \u003c/p\u003e\u003cp\u003eWhich is why the results page shows review articles containing feedback for multiple coffee makers.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"coffee maker product review roundups on the SERP\" data-original=\"https://static.semrush.com/blog/uploads/media/5b/a8/5ba8b2a7e2afddb240c72d1a6d68a5c1/6c365f9b91bb42a149cb25410dea7e7b/original.png\" height=\"654\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/5b/a8/5ba8b2a7e2afddb240c72d1a6d68a5c1/6c365f9b91bb42a149cb25410dea7e7b/AD_4nXe_Aub9G9Oq3KaswOQQKvc3v872db6jKk04f6VefKQQ8DaCBDBuqvwPV9fMw7YFus8GJUEGLUyiate6RKW1s3xwRlJCXVDv7JCIpZtE6RRWUgxTcorcqgNN11GugEX2LHwNRRZ543yw1Kbck2CI7HtJDPjO.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe intent behind each keyword is different. Aligning your content with these intents can impact your ability to rank.\u003c/p\u003e\u003cp\u003eOther on-page optimization tactics and best practices include the following:\u003c/p\u003e\u003cul\u003e \u003cli\u003e\u003cstrong\u003eUsing your target keyword \u003c/strong\u003ein the title, first paragraph, and throughout the page naturally\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eCreating high-quality content\u003c/strong\u003e that matches search intent and covers the topic thoroughly\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eIncluding relevant images and videos\u003c/strong\u003e with descriptive \u003ca href=\"https://www.semrush.com/blog/alt-text/\"\u003ealt text\u003c/a\u003e and file names\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eUsing \u003c/strong\u003e\u003ca href=\"https://www.semrush.com/blog/internal-links/\"\u003e\u003cstrong\u003einternal links\u003c/strong\u003e\u003c/a\u003e to connect related content on your site\u003c/li\u003e\u003c/ul\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eQuickly get actionable on-page SEO optimization ideas for your site with \u003c/em\u003e\u003ca href=\"https://www.semrush.com/on-page-seo-checker/\"\u003e\u003cem\u003eOn Page SEO Checker\u003c/em\u003e\u003c/a\u003e\u003cem\u003e.\u003c/em\u003e\u003cbr\u003e \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://static.semrush.com/blog/uploads/media/67/51/67512b12d017501d468d72d55dc0cf59/aced9bbbe0c16bd1c76223e540cb1909/AD_4nXeF6yZ67g1T8YWGyJjT8jYgGcZ1N4O8wSDCE8YzpSRuGQS-k4Eeql1HISNC9X4u0Q_oKwkcuhjhKj_5ycUqPaULDtf2mtR6md89a2FTfcT8zTaQ00nb9OQEFd_9wD6JGYAE82XU0dgOEGs-aTJTHV4xwwc8.webp\"\u003e\u003c/source\u003e\u003cimg src=\"https://static.semrush.com/blog/uploads/media/67/51/67512b12d017501d468d72d55dc0cf59/aced9bbbe0c16bd1c76223e540cb1909/AD_4nXeF6yZ67g1T8YWGyJjT8jYgGcZ1N4O8wSDCE8YzpSRuGQS-k4Eeql1HISNC9X4u0Q_oKwkcuhjhKj_5ycUqPaULDtf2mtR6md89a2FTfcT8zTaQ00nb9OQEFd_9wD6JGYAE82XU0dgOEGs-aTJTHV4xwwc8.png\" data-original=\"https://static.semrush.com/blog/uploads/media/67/51/67512b12d017501d468d72d55dc0cf59/aced9bbbe0c16bd1c76223e540cb1909/original.png\" alt=\"On Page SEO Checker Overview shows total ideas across strategy, backlinks, tech SEO, Content, and more. As well as top pages to optimize by search volume.\" loading=\"lazy\" width=\"1010\" height=\"1119\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading: \u003c/strong\u003e\u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/on-page-seo/\"\u003e\u003cem\u003eOn-Page SEO: What It Is and How to Do It\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003ch3\u003eOff-Page SEO\u003c/h3\u003e\u003cp\u003eOff-page SEO is a set of actions taken outside your website to build your site’s reputation to signal to search engines that your site is trustworthy and valuable. \u003c/p\u003e\u003cp\u003eThis can lead to better visibility and ranking in search results. \u003c/p\u003e\u003cp\u003eA key off-page SEO tactic is \u003ca href=\"https://www.semrush.com/blog/link-building/\"\u003elink building\u003c/a\u003e (getting other websites to link to yours). Because search engines treat \u003ca href=\"https://www.semrush.com/blog/what-are-backlinks/\"\u003ebacklinks\u003c/a\u003e (links from other sites) like endorsements.\u003c/p\u003e\u003cp\u003eSo, the more quality backlinks (i.e., backlinks from reputable sites) your site has, the more trustworthy it seems. \u003c/p\u003e\u003cp\u003eYou can see who links to you (and your competitors) with \u003ca href=\"https://www.semrush.com/analytics/backlinks/\"\u003eBacklink Analytics\u003c/a\u003e. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Backlinks report shows source page title and URL as well as the anchor text and target URL that links to your site\" data-original=\"https://static.semrush.com/blog/uploads/media/ae/80/ae8064ee3844ac64755e41e9a9c06c11/4988c45fd4766005e775053a210cbdff/original.png\" height=\"1344\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/ae/80/ae8064ee3844ac64755e41e9a9c06c11/4988c45fd4766005e775053a210cbdff/AD_4nXc9mVkzxC0o9u1gA9GPthKKrYKquWFUabxYDh3qN8-P1KZhELkZbhfG44M5w6FCjDxROqTZ8jhGcjO8OHCbLVlUBoIg0eTtVAM3OwhsmU4ZniueIKFqRC_VMS5T_rTvFusmDSJ9AP7twgKqXx35gnwp2M1x.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eOther key off-page SEO tactics involve:\u003c/p\u003e\u003cul\u003e \u003cli\u003eUsing \u003ca href=\"https://www.semrush.com/blog/digital-pr/\"\u003e\u003cstrong\u003edigital PR\u003c/strong\u003e\u003c/a\u003e to increase brand awareness and gain more backlinks\u003c/li\u003e \u003cli\u003eEngaging on \u003cstrong\u003esocial media\u003c/strong\u003e to attract attention\u003c/li\u003e \u003cli\u003eManaging \u003cstrong\u003eonline reviews \u003c/strong\u003eto manage your brand reputation\u003c/li\u003e \u003cli\u003eWriting \u003ca href=\"https://www.semrush.com/blog/guest-blogging/\"\u003e\u003cstrong\u003eguest blogs\u003c/strong\u003e\u003c/a\u003e to reach new audiences and get backlinks\u003c/li\u003e\u003c/ul\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading: \u003c/strong\u003e\u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/off-page-seo/\"\u003e\u003cem\u003eWhat Is Off-Page SEO? A Guide to Off-Page SEO Strategy\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003ch3\u003eTechnical SEO\u003c/h3\u003e\u003cp\u003eTechnical SEO involves optimizing your site to make it easier for search engines to scan, understand, and store your content. \u003c/p\u003e\u003cp\u003eAnd this is really important.\u003c/p\u003e\u003cp\u003eBecause search engines can’t rank pages they can’t properly access and understand. \u003c/p\u003e\u003cp\u003eTypical technical SEO tasks include: \u003c/p\u003e\u003cul\u003e \u003cli\u003eImproving page speed \u003c/li\u003e \u003cli\u003eMaking your site mobile-friendly \u003c/li\u003e \u003cli\u003eOptimizing your website architecture\u003c/li\u003e \u003cli\u003eFinding and fixing broken links\u003c/li\u003e\u003c/ul\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading: \u003c/strong\u003e\u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/technical-seo/\"\u003e\u003cem\u003eWhat Is Technical SEO? Basics and Best Practices\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003ch2\u003ePros and Cons of SEO\u003c/h2\u003e\u003cp\u003eSEO as a marketing strategy comes with both advantages and disadvantages.\u003c/p\u003e\u003ch3\u003ePros\u003c/h3\u003e\u003cp\u003e\u003cstrong\u003e1. You get sustainable growth.\u003c/strong\u003e\u003c/p\u003e\u003cp\u003eSEO builds lasting organic traffic. Once you rank for valuable keywords, you'll continue to attract visitors without paying for each click. This compounding effect can lead to significant long-term growth.\u003c/p\u003e\u003cp\u003eHere’s what the organic traffic trend looks like for the Semrush domain:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Estimated traffic trend graph shows increase over 2 year period\" data-original=\"https://static.semrush.com/blog/uploads/media/4a/ea/4aeac4d325bfc091331ce36f17ffc767/3d1a6812bcda81a5c60232a19c8c7542/original.png\" height=\"963\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/4a/ea/4aeac4d325bfc091331ce36f17ffc767/3d1a6812bcda81a5c60232a19c8c7542/AD_4nXf8U_h-vcjOupn_FFxg5qQtwVxHIm-EDP6EUAm7AHtwaCT2foYW8RCLXdj3IMy6S_Xb2Xn71h4OT-fF5rxJ7bn-d4t8WqPA6YPD1-4OgYGxYePm-V9pGyaFIs70sw604unjEQlu_kKF2KNrZ1wqlac2KUA.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e\u003cstrong\u003e2. It’s cost-effective in the long run.\u003c/strong\u003e\u003c/p\u003e\u003cp\u003eWhile SEO requires an initial investment, it often becomes more affordable than paid advertising over time because you're building an asset that keeps working for you rather than renting attention.\u003c/p\u003e\u003cp\u003eFor example, the \u003ca href=\"https://www.semrush.com/analytics/organic/\"\u003eOrganic Research\u003c/a\u003e overview report shows that Semrush blog’s traffic cost is about $5.6M.\u003c/p\u003e\u003cp\u003eMeaning if Semrush were to pay for \u003cem\u003eall\u003c/em\u003e the traffic to its domain, it would have to pay roughly $5.6M.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"traffic cost number highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/4f/2c/4f2cefa2deb225d73564b538bfc1eb9b/5ee48cb73d58e768264d2544b1c148c3/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/4f/2c/4f2cefa2deb225d73564b538bfc1eb9b/5ee48cb73d58e768264d2544b1c148c3/AD_4nXeoHUFT_5Y71dbKUjr7EIapv8W7rP4hP5UT8kR8tmKjnN5kxvKgdzltpkjBP7hDku7aE0KdZ352PqWzZC8gUW84HAYtcFLQ0heuglF04Lh7Sq7ENNhDekcse5g6F9IR1jUv3UqcN6h5vMG_zeQGI0I6HffD.png\" width=\"1010\" height=\"963\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eBut it can continue to generate organic traffic even if it stops investing in SEO for a while.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003e3. It can build trust and credibility.\u003c/strong\u003e\u003c/p\u003e\u003cp\u003eHigh search rankings signal to your target audience that your site is reputable and relevant. This can help boost brand awareness and establish your company as an authority in your niche.\u003c/p\u003e\u003cp\u003eFor instance, Semrush has worked on its domain reputation over the years and has an Authority Score of 86. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Authority Score widget highlighted in tool\" data-original=\"https://static.semrush.com/blog/uploads/media/1d/d6/1dd650a225766a2c27c5fdf729192eb4/7842fb7e92016060101802eeff8b15e0/original.png\" height=\"973\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/1d/d6/1dd650a225766a2c27c5fdf729192eb4/7842fb7e92016060101802eeff8b15e0/AD_4nXcbg7RxvrDKIY2xpiLfos5-16YwffGQ6jz7drAOZQZXG0WWcmD0hFoHWnHbmp-VgOX1rz4isbs-tYWESo84WSATvs-ljZbxQRfrnBr0PgwhnDMlqK1eOW55Fy6h5k0zcJa4y_jgIuw5T1uKxJ81nuBEHpSN.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e\u003cstrong\u003e4. It can improve the user experience\u003c/strong\u003e\u003c/p\u003e\u003cp\u003eMany SEO best practices, like improving page speed and optimizing for mobile, also enhance the overall user experience. \u003c/p\u003e\u003cp\u003eWhich can lead to higher engagement and conversion rates.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading: \u003c/strong\u003e\u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/importance-of-seo/\"\u003e\u003cem\u003eWhy Is SEO Important? 10 Reasons It Matters\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003ch3\u003eCons\u003c/h3\u003e\u003cp\u003e\u003cstrong\u003e1. It can be time-intensive\u003c/strong\u003e.\u003c/p\u003e\u003cp\u003eSEO is a marathon, not a sprint.\u003c/p\u003e\u003cp\u003eIt often takes \u003ca href=\"https://www.semrush.com/blog/how-long-does-seo-take/\"\u003e4-12 months\u003c/a\u003e to see significant results. And you'll need to continuously optimize your content to maintain and improve rankings.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003e2. It requires expertise\u003c/strong\u003e.\u003c/p\u003e\u003cp\u003eSEO demands a mix of technical knowledge, content creation skills, and strategic thinking. Which means you'll need to invest in learning these skills. Or hire experts to handle your SEO.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003e3. You have no control over algorithm changes\u003c/strong\u003e.\u003c/p\u003e\u003cp\u003eSearch engines frequently update their \u003ca href=\"https://www.semrush.com/blog/google-algorithm-update/\"\u003ealgorithms\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eIn fact, \u003ca href=\"https://www.semrush.com/sensor/\"\u003eSemrush Sensor\u003c/a\u003e shows search results (and possibly your rankings) have been changing frequently over the last month. With a volatility score consistently above eight.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"SERP volatility for the last 30 days shows very high volatility across most business categories\" data-original=\"https://static.semrush.com/blog/uploads/media/44/5a/445ad0c6bc3529325e18e82634a39a2e/2cd1a58edc8ccd0451818da6cd1e97ec/original.png\" height=\"834\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/44/5a/445ad0c6bc3529325e18e82634a39a2e/2cd1a58edc8ccd0451818da6cd1e97ec/AD_4nXcHmt6Ft1UARgQE47JW_zvVSFDicekcUE_66kZ4htffLabeZ83lfPz3Rj9sPJvquedsgspx8ORjODiRfdXjP4o_uIhpX4TDReDTX2ks8jJ8-dnA4iB3z1lpLxhjViLRmsChrtCiASDDN8xTD_m32JZLoYY.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAlgorithm changes could impact your rankings, requiring you to adapt your strategy quickly to maintain your position.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003e4. Some keywords are very competitive.\u003c/strong\u003e\u003c/p\u003e\u003cp\u003eFor high-value keywords, you're often competing against established sites with significant resources. Breaking through can be challenging and may require substantial effort.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"The keyword credit card in Keyword Magic Tool shows high keyword difficulty across broad match keywords\" data-original=\"https://static.semrush.com/blog/uploads/media/d6/a2/d6a2954541de435bfdbe1e7a25c6b108/96d869281906a2ac5134fe00f7b18c30/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d6/a2/d6a2954541de435bfdbe1e7a25c6b108/96d869281906a2ac5134fe00f7b18c30/AD_4nXeVKIIw2FpODBWMqOmnKcjlksQbdA-qwVU1eiVi6_m6IkXRf1VCMoZNPUwUu0xkU6KoJDVF86qWiPidq0j48QouRV05pMuED8PVAlbY1A81F__SHhNP_kdEKRwwsyBeGPLXIU6K5jWvKrfx1DSFByvKGVNw.png\" width=\"1010\" height=\"804\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch2\u003eWhat Is PPC?\u003c/h2\u003e\u003cp\u003ePPC (pay-per-click) is an online advertising model where you pay a fee each time someone clicks on one of your ads. \u003c/p\u003e\u003cp\u003eIt lets you \u003cstrong\u003ebuy\u003c/strong\u003e visits to your site instead of earning them organically.\u003c/p\u003e\u003cp\u003eHere’s what a PPC ad looks like in a Google SERP:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"PPC Ad appears as a text ad at the top of the SERP\" data-original=\"https://static.semrush.com/blog/uploads/media/99/5c/995c6570eba317b4622625c154bf2784/ca53295f5cdf04506ebc457066d74c43/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/99/5c/995c6570eba317b4622625c154bf2784/ca53295f5cdf04506ebc457066d74c43/AD_4nXf2W9d03mB4xHXGr_5lu3uR07W5QebR1mwHfzR7uCaGqAbLQhKq364JUxeLk0ik2RPCQpoaPGGG6Vs4l9oE5H-uYiwHYCipW8KiD4m8TDlp4avfhVHRz0uIs8cDwRAoMZnsUHa0HVm0E06ojdu9E78lsvmP.png\" width=\"1010\" height=\"513\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe key components of a successful PPC campaign include:\u003c/p\u003e\u003cul\u003e \u003cli\u003e\u003cstrong\u003eKeyword research\u003c/strong\u003e: finding relevant terms your target audience is searching for\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eKeyword bidding\u003c/strong\u003e: setting the maximum amount you’re willing to pay for a click\u003c/li\u003e \u003cli\u003e\u003cstrong\u003eAudience targeting and retargeting\u003c/strong\u003e: showing ads to very specific audiences \u003c/li\u003e \u003cli\u003e\u003cstrong\u003eAd creation\u003c/strong\u003e: crafting compelling text or visual ads to drive clicks\u003c/li\u003e\u003c/ul\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading:\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003cul\u003e \u003cli\u003e\u003ca href=\"https://www.semrush.com/blog/what-is-ppc/\"\u003e\u003cem\u003eWhat Is PPC? The Definitive Guide to Pay-Per-Click Marketing\u003c/em\u003e\u003c/a\u003e\u003c/li\u003e \u003cli\u003e\u003ca href=\"https://www.semrush.com/blog/ppc-strategy/\"\u003e\u003cem\u003eHow to Create an Effective PPC Strategy in 7 Steps\u003c/em\u003e\u003c/a\u003e\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003ePPC Keyword Research\u003c/h3\u003e\u003cp\u003ePPC keyword research involves finding and selecting the keywords to bid on in your paid search campaigns. \u003c/p\u003e\u003cp\u003eIt's about discovering the exact terms people use when searching for products or services like yours.\u003c/p\u003e\u003cp\u003eAnd unlike SEO keyword research, PPC usually focuses on keywords with \u003ca href=\"https://www.semrush.com/blog/how-to-find-commercial-intent-based-keyword-phrases-for-any-niche/\"\u003ecommercial intent\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eMeaning you’re looking for keywords that can \u003cstrong\u003edrive immediate sales or conversions\u003c/strong\u003e. \u003c/p\u003e\u003cp\u003eYou can use the intent filter in the \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\"\u003eKeyword Magic Tool\u003c/a\u003e to see only keywords with commercial intent. \u003c/p\u003e\u003cp\u003eLike this:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"keywords filtered by commercial intent with CPC column highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/d5/bf/d5bfdef80a3d6fff07bff05035e12840/d5a1c8473bc0d80b9166e4b6e33c5bc6/original.png\" height=\"824\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d5/bf/d5bfdef80a3d6fff07bff05035e12840/d5a1c8473bc0d80b9166e4b6e33c5bc6/AD_4nXcBVY3zxEzCcxHq0b0DNeXQsgiyk2J9-DsoLJ8yiYcTrODYyki6GdFdmCtAWlkFiPv02LxTI7W8vKIhp16vkUAcuV0OUGUHZxzP00iflfFiNOISghVEzDG75-Du-N1GG-PL5xf6XxnNKGu8Cq611-uxEzk.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eUse the “CPC” column to see the average price in USD advertisers pay per click for that keyword.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading: \u003c/strong\u003e\u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/ppc-keyword-research/\"\u003e\u003cem\u003eHow to Do PPC Keyword Research for Your Ad Campaigns\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003ch3\u003eKeyword Bidding\u003c/h3\u003e\u003cp\u003eKeyword bidding in PPC involves setting the maximum amount you’re willing to pay for each click on your ad for a specific keyword. \u003c/p\u003e\u003cp\u003eHere’s how it works: you choose your keywords, set a maximum bid, and compete with other advertisers for ad placement. \u003c/p\u003e\u003cp\u003eUse \u003ca href=\"https://www.semrush.com/analytics/adwords/positions\"\u003eAdvertising Research\u003c/a\u003e to see the keywords your competitors are bidding on.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Paid Search Positions table shows keywords that trigger an ad for the domain\" data-original=\"https://static.semrush.com/blog/uploads/media/5f/95/5f95f3e57ef7a83962f6e0b667f3c640/f9e8973058e019dc5cdd889165b45b1e/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/5f/95/5f95f3e57ef7a83962f6e0b667f3c640/f9e8973058e019dc5cdd889165b45b1e/AD_4nXdV4IJhJyQsvaK9YJFgJi4Q3jmBT6uI12OqRomQPbQxDnw2yVVL5vNjwKeLgWdFVeQSLnnfaqlHV_7zsRCUqoBojKDYLvXrr00Je78yiR11bU-XQckViDQ_9bBwJBr9DJXqEd4ERWSEZ3W6SXLQp8YFUDTW.png\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading:\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003cul\u003e \u003cli\u003e\u003ca href=\"https://www.semrush.com/blog/keyword-bidding/\"\u003e\u003cem\u003eWhat Is Keyword Bidding? A Step-by-Step Guide for Beginners\u003c/em\u003e\u003c/a\u003e\u003c/li\u003e \u003cli\u003e\u003ca href=\"https://www.semrush.com/blog/google-ads-bid-strategy/\"\u003e\u003cem\u003eThe Ultimate Guide to Google Ads Bid Strategy (with Examples)\u003c/em\u003e\u003c/a\u003e\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003eAudience Targeting and Retargeting\u003c/h3\u003e\u003cp\u003ePPC lets you show ads to specific groups of people. This is called audience targeting.\u003c/p\u003e\u003cp\u003eYou can choose who sees your ads based on traits like age, location, interests, or online behavior. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"settings for ad campaign in Google Ads\" data-original=\"https://static.semrush.com/blog/uploads/media/76/2e/762e79cf90994f3b091bead9a73ddfbb/9fbdf6e24fb3c2e90cb683f9138bd8b2/original.png\" height=\"1195\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/76/2e/762e79cf90994f3b091bead9a73ddfbb/9fbdf6e24fb3c2e90cb683f9138bd8b2/AD_4nXd8GImDOQBOn0sHbYtZeHPdlropwf7FuZFAPOtOzli0as4h9rCxGyOZNGHWtj3EoRFaWd5M8Tl7taUxR6cmCVOcSZAsWF4VgMsEhPO_0o3BPBndNRiMt5qgGJNlTW2dce6hbH1Dkb_7faozqWkSJzw468U.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eTargeting specific audiences can increase your chances of reaching people who are likely to buy from you. Meaning more clicks, leads, and sales for your ad budget.\u003c/p\u003e\u003cp\u003eRetargeting takes this a step further. It shows ads to people who've already interacted with your brand.\u003c/p\u003e\u003cp\u003eLet’s say someone visits your website but doesn't buy. Retargeting displays your ads to them on sites they visit later.\u003c/p\u003e\u003cp\u003eLike this:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"webpage the user visited shows a product landing page and the webpage the user was retargeted on was yahoo! news, showing a display ad banner for that product\" data-original=\"https://static.semrush.com/blog/uploads/media/74/b1/74b1561b9ba6c73d6c9af8da3200a7c3/524012e05c80f520f2cc2c27459df856/original.png\" height=\"1364\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/74/b1/74b1561b9ba6c73d6c9af8da3200a7c3/524012e05c80f520f2cc2c27459df856/AD_4nXeO0-BJLu7e-7LB1X2S_ocXMiyctxRluqZ7IfVEegshY1wBaoABc_AbTfSfq4NSF2kUSELvgzng6QnXPreMT6Rke3nBc5KBPpmmgIRoi6niMl5mqiW1oGiUKBJ4tAFnw9EfyXNIIRfrz-sbWjzrKP4WFuxa.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading:\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003cul\u003e \u003cli\u003e\u003ca href=\"https://www.semrush.com/blog/audience-segments/\"\u003e\u003cem\u003eGoogle Ads Audience Segments: Types, Tips, and Best Practices\u003c/em\u003e\u003c/a\u003e\u003c/li\u003e \u003cli\u003e\u003ca href=\"https://www.semrush.com/blog/retargeting/\"\u003e\u003cem\u003eWhat Is Retargeting and How Does It Work?\u003c/em\u003e\u003c/a\u003e\u003c/li\u003e\u003c/ul\u003e\u003ch3\u003eAd Creation\u003c/h3\u003e\u003cp\u003eCreating ads in PPC involves designing compelling advertisements that encourage users to click and convert. \u003c/p\u003e\u003cp\u003eThe ad copy and visuals you use directly impact your click-through rates and \u003ca href=\"https://www.semrush.com/blog/quality-score/\"\u003eQuality Score\u003c/a\u003e (i.e., a rating that shows you how good your ad is compared to competing ads). \u003c/p\u003e\u003cp\u003eTo create effective PPC ads: \u003c/p\u003e\u003cul\u003e \u003cli\u003eWrite headlines that grab attention and address user needs\u003c/li\u003e \u003cli\u003eCraft concise descriptions that highlight the benefits of what you offer\u003c/li\u003e \u003cli\u003eInclude clear calls to action (CTAs) that motivate users to take the desired next step (e.g., sign up for a newsletter or buy a product)\u003c/li\u003e \u003cli\u003eUse relevant keywords to improve ad relevance and quality score\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eYou can use the “\u003cstrong\u003eAds Copies\u003c/strong\u003e” tab in \u003ca href=\"https://www.semrush.com/analytics/adwords/positions\"\u003eAdvertising Research\u003c/a\u003e to see the exact ads your competitors are running.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"ads copies report\" data-original=\"https://static.semrush.com/blog/uploads/media/2b/e1/2be15f3ee791bcc25ae93e2b177bdca3/cf2d89c184c7d2b1bc1abbd050d6a15a/original.png\" height=\"883\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/2b/e1/2be15f3ee791bcc25ae93e2b177bdca3/cf2d89c184c7d2b1bc1abbd050d6a15a/AD_4nXeHPTHLM7hMOL5pUzTHpax7wTE2ygTNC2OdXrvZSUrWPgaNKfRdEoaN4kfI4qxkixWcWnvKoerC4WRsyhY3etxtpxr0Od36n4LSEUKNHSgxLKkyTU_jJ1LoIWTWJSdWpKwOLU8b_tqps5VQjBhgrrmSmWtE.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eUse these insights to help you craft your own ads. \u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading: \u003c/strong\u003e\u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/paid-search-ads/\"\u003e\u003cem\u003eA Guide to Paid Search Ads: Definition + How to Set up Campaigns\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003ch2\u003ePros and Cons of PPC\u003c/h2\u003e\u003cp\u003ePPC offers quick visibility but also presents challenges. Let’s explore the pros and cons. \u003c/p\u003e\u003ch3\u003ePros\u003c/h3\u003e\u003cp\u003e\u003cstrong\u003e1. It gives you instant visibility.\u003c/strong\u003e\u003c/p\u003e\u003cp\u003ePPC puts your ads at the top of search results immediately, so you can start driving traffic to your site as soon as your campaign goes live—unlike SEO, which takes time to build momentum.\u003c/p\u003e\u003cp\u003eFor example, the search results page for “coffee subscription” shows an ad right at the top of the page.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Sponsored ad at the top of the SERP is PPC\" data-original=\"https://static.semrush.com/blog/uploads/media/02/d0/02d0cbdc3d32781488df9f6944e970a0/1e2e9e6b3477e463d75fbb7decbb4c8e/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/02/d0/02d0cbdc3d32781488df9f6944e970a0/1e2e9e6b3477e463d75fbb7decbb4c8e/AD_4nXflAm7Ksqnm1Kr5dR3piHq5ldi9n7vYoeUzYRduznpDMDxmrPUv8Gz4o_6WSlHBbOdQoOyGp8dK3OTaBpe4OXbJY8RxubC0bNNEZdU_MmA5wOHZ5kAhrCLO0evitCwKgZ4suu5emTo3aLawtHLKseJB3hP6.png\" width=\"1010\" height=\"816\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e\u003cstrong\u003e2. It allows for precise targeting.\u003c/strong\u003e\u003c/p\u003e\u003cp\u003ePPC platforms let you target your audience by location, device, time of day, and even specific interests or behaviors. This level of control helps you reach your ideal customers more effectively.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003e3. It produces measurable results.\u003c/strong\u003e\u003c/p\u003e\u003cp\u003ePPC provides clear, trackable data on your ad performance. You can see exactly how many clicks, conversions, and sales your ads generate, which makes it easy to calculate ROI and adjust your strategy.\u003c/p\u003e\u003cp\u003eTo illustrate, here’s a performance overview from Semrush’s \u003ca href=\"https://www.semrush.com/my_reports/grid\"\u003eMy Reports\u003c/a\u003e tool.\u003c/p\u003e\u003cp\u003eIt shows impressions (how many people saw the ad), clicks, conversions, CTR, cost, CPC, cost per conversion, and conversion rate. \u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Google Ad metrics overview as seen in Semrush's My Reports\" data-original=\"https://static.semrush.com/blog/uploads/media/ba/a5/baa505e78461b84a2bf477580c437af8/c943148cb9d51f47db5cff79a40d1bcb/original.png\" height=\"670\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/ba/a5/baa505e78461b84a2bf477580c437af8/c943148cb9d51f47db5cff79a40d1bcb/AD_4nXd2zem2TsvNZby3XtuigSeH1JHd0ZspbK3j43nllygK1YS4vQo7NDFNmLIcFP4UitUqEip1wm2-M5q2jyyS7xESjH7lXHvjEO-vzi3bJEKWFhWdm1qxZS3t1Jdc0ZSFjbcg6eSl5L4oNFw4Y54bPNSR7mRh.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e\u003cstrong\u003e4. It allows for flexible budgeting.\u003c/strong\u003e\u003c/p\u003e\u003cp\u003eYou decide how much to spend on PPC. Whether you have $10 or $10,000 to invest, you can run campaigns that fit your budget and scale up or down as needed.\u003c/p\u003e\u003ch3\u003eCons\u003c/h3\u003e\u003cp\u003e\u003cstrong\u003e1. It requires ongoing costs\u003c/strong\u003e.\u003c/p\u003e\u003cp\u003ePPC requires continuous investment. Once you stop paying, your ads disappear from search results. This makes it harder to build long-term, sustainable traffic compared to SEO.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003e2. You risk experiencing click fraud.\u003c/strong\u003e\u003c/p\u003e\u003cp\u003eCompetitors or bots might click your ads without any intention of buying. This wastes your budget and skews your data.\u003c/p\u003e\u003cp\u003eWhile major platforms have safeguards, click fraud is still a concern for advertisers.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003e3. Ad fatigue is real.\u003c/strong\u003e\u003c/p\u003e\u003cp\u003eAd fatigue occurs when users see your ads too often and stop engaging with them.\u003c/p\u003e\u003cp\u003eIn other words, people can become \"blind\" to ads over time.\u003c/p\u003e\u003cp\u003eAs your target audience sees your ads repeatedly, they may start ignoring them. Leading to decreased click-through rates and higher costs per click.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003e4. There’s a learning curve\u003c/strong\u003e.\u003c/p\u003e\u003cp\u003eEffective PPC management takes skill and experience. You need to understand keyword research, ad copywriting, landing page optimization, and bidding strategies.\u003c/p\u003e\u003cp\u003eThe learning curve can be steep for beginners.\u003c/p\u003e\u003ch2\u003e4 Ways to Use SEO and PPC Together\u003c/h2\u003e\u003cp\u003eHere are four ways to bridge the gap. And use \u003ca href=\"https://www.semrush.com/blog/ppc-and-seo-working-together/\"\u003eSEO and PPC marketing together\u003c/a\u003e for better results:\u003c/p\u003e\u003ch3\u003e1. Use PPC to Promote Your Most Important SEO Content\u003c/h3\u003e\u003cp\u003eIncrease visibility and traffic to your high-value pages by using PPC ads to boost your best content.\u003c/p\u003e\u003cp\u003eThis tactic is especially useful for new websites or new content that hasn't started ranking organically yet.\u003c/p\u003e\u003ch3\u003e2. Retarget Organic Users with PPC Ads\u003c/h3\u003e\u003cp\u003eCapture lost opportunities by \u003ca href=\"https://www.semrush.com/blog/retargeting/\"\u003eretargeting\u003c/a\u003e users who visited your site through organic search. But didn't convert.\u003c/p\u003e\u003cp\u003eRetargeting users can remind visitors of your product or service. And bring them back to your site. \u003c/p\u003e\u003cp\u003eLet’s say someone reads your blog post but doesn’t sign up for a free trial.\u003c/p\u003e\u003cp\u003eYou can use display ads to retarget them with a special offer.\u003c/p\u003e\u003ch3\u003e3. Dominate the SERP with Both PPC and SEO Content\u003c/h3\u003e\u003cp\u003eAppear multiple times on search results pages by combining SEO and PPC.\u003c/p\u003e\u003cp\u003eIt can help you build brand recognition and give you more chances to attract clicks.\u003c/p\u003e\u003cp\u003eThis tactic is great for making sure you always rank at the top for your most important keywords. Especially when there’s lots of competition.\u003c/p\u003e\u003cp\u003eFor example, Semrush runs ads for the keyword “site audit.” And also ranks first in organic results.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Semrush appears as a PPC ad and an organic SEO webpage on the same SERP\" data-original=\"https://static.semrush.com/blog/uploads/media/fa/f8/faf8f353754ccdd6f300a315ca6dc7c4/fb20bc09f3504588f3d7cc3a04510835/original.png\" height=\"959\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fa/f8/faf8f353754ccdd6f300a315ca6dc7c4/fb20bc09f3504588f3d7cc3a04510835/AD_4nXeV_ajjcKAaHri0aofBkaBPgTU7h-J_NnDs79wbPg78a03S7pTaxs0JfkskOV0AJM_EVZbbxwwSl8SlLzjDlng7b6w5YoNROfNXg6KesV_nCokTL4SwQVDX00rVOM1DD-sYrw0FxUwwiHdKWZZle1GTwynI.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003e4. Use PPC to Test Your SEO Content Strategies\u003c/h3\u003e\u003cp\u003eBefore investing time and resources into SEO, test your ideas with PPC. \u003c/p\u003e\u003cp\u003eUse ad performance data to gauge user interest and refine your approach.\u003c/p\u003e\u003cp\u003eFor example, you can test different headlines and messages in PPC ads to see which ones generate more clicks and conversions.\u003c/p\u003e\u003cp\u003eThen, create content that resonates based on the data you collect.\u003c/p\u003e\u003ch2\u003eCreate an Integrated Marketing Strategy\u003c/h2\u003e\u003cp\u003eTo get the best results, combine SEO and PPC.\u003c/p\u003e\u003cp\u003eEach has its strengths. But together, they cover all bases.\u003c/p\u003e\u003cp\u003eBuild a strong SEO foundation with keyword research, on-page optimization, and quality content.\u003c/p\u003e\u003cp\u003eAnd use PPC to target specific keywords and audiences. So you can drive immediate traffic while your SEO efforts gain traction.\u003c/p\u003e\u003cp\u003eStart creating SEO and PPC content today. 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