The ABC's Of PPC & SEO

by Joy Go (Google+)
Posted on June 01, 2016 in seo.

Digital channels offer plenty of techniques to help businesses streamline the marketing process, eliminate waste and redundancy, and get better marketing results—and many of them are virtually free.

But there's one particular area where being selective with your resources may end up costing you more than you may realize.



When it comes to search, marketers have long been able to choose whether they would focus their team's efforts and budget on search engine optimization (SEO), or rely on pay-per-click (PPC) campaigns to drive them to the top of the search engine results page (SERP). When done right, each technique can deliver powerful results, helping your business get found by interested consumers. But the truth is that, individually, neither has sufficient power to help you conquer the competition in today's crowded marketplace. Rather, these two arms of search engine marketing (SEM) work best when they are executed hand-in-hand.

As a recent Sitepoint post points out, SEO practices require a consistent, long-term effort, as well as ongoing adjustments to identify the optimal formula for your business's success on search; while PPC offers broader keyword coverage, can produce results immediately, and can be turned off at a moment's notice if it's not performing to expectations. On the other hand, in order for PPC to pay off, it needs to be supported by relevant information and offers—content that must be search-optimized in order to get found by consumers at the precise time and place they need it most.

But, by leveraging both techniques simultaneously, your business can enjoy a search synergy—capable of reaping short-term benefits, building momentum over time, and capitalizing on new opportunities, all at once.

Complementary benefits and other marketing dynamics like these are why every program and campaign we execute at Prove is built on a well-planned matrix of techniques—a strategic formula that is custom-designed to deliver optimal ROI while reducing our clients' costs.  

At Prove, our clients have come to rely on our deep understanding of the complex, always-changing search engine algorithm—in fact, our experience at developing sound SEM strategies is one of the founding principles of our practice. Let us know if we can help you strike the right balance among the marketing techniques in your arsenal.

What's Up Next?

Does Your Mobile eCommerce Experience Fully Support Your Mobile eCustomers? - Most online retailers are well aware that they need to optimize their digital storefronts to serve the needs of mobile consumers. Despite having caught up with the need to produce a mobile-first shopping experience, many of these companies still exercise legacy thinking when it comes to providing optimal customer service on these devices. →

About Prove

Prove is a new kind of customer acquisition, retention, technology and analytics agency. We are redefining the way marketing works, by having a single-minded focus on results. Our approach minimizes marketing risk and maximizes short-term and long-term results through a disciplined process. Our philosophy is to leverage the power of Mass Personalization to increase ROI while reducing marketing costs.

We call it Acqretention™, the process of converting an anonymous audience that is always just a click away from the competition into Connected Prospects. In this way, we support direct response results, but we retain the engagement of prospective customers who are earlier in the buying cycle.

Our approach involves a framework that ensures marketing success we call Little Bets. We get into market quickly and generate learnings through extensive testing, then go big with the winning ideas, messages, offers, channels and technologies. We'd like to do that for you.


Subscribe to receive our Prove Insights emails and new blogs.




Our custom digital marketing solutions focus on your customer acquisition & retention.


More than strategy, we provide success planning to achieve your digital business goals.


Content Marketing is the fuel behind engaging a well-understood target audience.

Contact Us Today

Let's get started


Our Physical Address
Prove LA
12910 Culver Blvd, Suite D
Los Angeles, CA 90066
P: 310-737-8600
Prove Seattle
500 E. Pike St, 2nd Floor
Seattle, WA 98122
P: 877-507-0696
Prove Dallas
2508 Highlander Way
Carrollton, TX 75006