Search marketing is like a two-headed monster. Each head has distinct characters and functions. These two heads are considered the massive tools that will assist you in the digital marketing journey. The two tools being organic search marketing or SEO (Search Engine Optimization) and paid search marketing or PPC (pay-per-click).

With an estimated 1.2 trillion searches made each year around the world, you as a webmaster can use this to your advantage to increase not just the exposure of your site, and services but also the conversion rate.

A well-organized PPC campaign can contribute to a good SEO campaign by a huge margin, since the two tools of search marketing work together so well. Drawing potential audiences to your website is the primary objective of both SEO and PPC. Besides, webmasters can gain new information from what SEO lacks in PPC and the latter.

Search Intent Over Search Volume

Throughout the years, webmasters used many kinds of PPC tools such as Google Search Console and Google Analytics to carry out keyword research. The current metric that is used by many clients who know the basics of SEO is search volume or the number of results that appears for that specific keyword.

There are other factors to take into account while optimizing a page or keyword bids other than search volume. Though, as a webmaster, you should always understand the search intent of users. Rank won’t mean a thing in a 100,000 search volume if the user’s intent is to discover useful knowledge.

Another factor to be wary about is bidding on a keyword or phrase that would lead to high conversions. An example of this is bidding on the phrase “translations English to French”, Google will automatically understand that the search intent is tools for translations and not for a paid service for a professional translator. Thus, it is best not to spend money on keywords that have a high search volume.

The Accuracy of Tools For Specific Keywords

The use of search volume as the current metric system for keywords is not always accurate. Keyword Research Tools such as Google Keyword Planner gives the results containing only 50% of the terms of queries, and for the last 30 days. Different tools show different results.

Different tools give different results. Google Keyword Planner may have a search volume of 25 but may have 200+ clicks in Google Search Console and Ad campaigns.

Moreover, it is essential to combine the results from different tools as well as getting the data from Google Search Console. For you to get the average ranking from the different tools you used, and to compare it with the data from Google Search Console after.

Search Console

Using data from Google Search Console allows you to identify different keyword search terms or phrases that other tools don’t. Webmasters use Google Search Console for almost everything in terms of monitoring the data of a website. Since Google gives yearly updates to Google Search Console for new tools, analytics, as well as data to record.

Highlighting the Opportunities for Each Other Despite the Differences In Competition

It is natural for both SEO and PPC campaigns to be different regarding competition, low keyword search competition doesn’t automatically mean that the SEO competition will also be low. Thus, a low keyword search competition could also end up with a phrase that has a low search volume.

Use tools in PPC campaigns such as Google Keyword Planner. For you to check for low keyword search competition which shows results of keywords that are commonly used. Thus, making you aware which keywords are not practical to use for effective campaigns.

Nevertheless, encountering low keyword search competition in a PPC research that is wanted by the webmasters, could present a chance for a low-budget bidding. Increasing the click rates and traffic of the client’s site.

This scenario is also applicable to a high competition in PPC data keywords because it drives the click rate, traffic, and conversions. Hence, advertisers are competing so much for them.

Although, it is costly from a PPC perspective to compete for these keywords in the long run. With the help of the webmasters, a well-established plan of action can place it on the rankings for organic search. Thus, relieving the costly and long-term stress on a PPC campaign.


Using both organic and paid search campaigns at the same time gives you more chances to collect and analyze data. You as a webmaster can find more details about your target consumers, and use that as an advantage to improve your SEO and PPC strategies correspondingly.

You could reach out for SEO Agencies such as KKC Outsourcing to gain further information about it. You still also have to keep in mind that the Google algorithms are changing daily. Both SEO and PPC are regularly adjusting with these tweaks to maintain a high ranking position, and prepare a plan of action to prevent loss of traffic.


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