Search Engine Optimization (SEO) and Pay Per Click (PPC) are seemingly two different methods of reaching potential customers for your online business. SEO primarily uses keywords and key phrases within the content you publish in order to pull potential customers to your website. PPC on the other hand also uses keywords and key phrases, but instead these are places on websites that reach out to find potential customers.
You could say that SEO is a form of passive advertising while PPC is a form of active advertising, which means that each of these methods reside on opposite ends of marketing strategies. However, in many ways they are links solidly together.
Basically, if you want to have your website ranked as highly as possible on Google, then you will need to run both SEO and PPC in order to get the job done. The targeted traffic brought to your website via PPC combined with those who find your online business through search engines work together to build up the rankings. Google Analytics will record the targeted traffic as well, which means you get points for your rankings.
Using PPC however will take an investment of capital in some form if you want to land sales. After all, despite the general belief that if your online business is ranked at the top it means that your business is generating the most sale is not necessarily true at all. A good example is that if you run a targeting eCommerce site that emphasizes a particular niche, say in the clothing industry and your highly ranked, then you are most likely generating sales.
However, if you run an SEO website that targets keywords such as “SEO” in a south African or Scandinavian country, you might be highly ranked for this keyword, but you are most likely not generating any sales because there are many people in those countries who have no clue as to what SEO is all about. In this manner, you are wasting time and energy by trying to promote your ranking for this keyword in such countries.
Based on my experience and testings some of these SEO related keywords are artificially ranked on Google and do not generate sales. .You have to target keywords that work for you and drive in sales.
What you need to do in this case is target keywords to generate sales instead. For example, if you use targeted keywords that are related to health, shoes, food, travel, informational websites that are related to travel guides, housing, rental cars and the like, you are marketing products and services that people genuinely want to purchase. People are looking for specific things to buy and that is where your efforts should be focused.
So yes, there is a correlation between SEO and PPC. The algorithm modifications that Google has employed in recent years was not made just to wipe out spam from the internet, it was also because they were connecting SEO and PPC so that they did not give a free ride for business owners who only stuck to organic SEO. This is because they would have no desire to run to Google and purchase more products or services if what they were getting was for free.
This is why Google Plus was formed for competing with Facebook while promoting their own products. In essence, they applied reverse engineering to accomplish this goal. So this is why PPC and SEO are now linked together in getting your sales and rankings moving upwards.