How Do SEO and AdWords Work Together?

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There are many ways in which search engine optimization can help your business. But did you know that you can even involve SEO in your online advertising? You can and you should! SEO and AdWords work together to increase your SEO if you use them properly.

While these two pieces of online marketing may seem like they are completely separate, they are more connected than you may think.

In this article, we will go over the exact ways that SEO and Google AdWords can work together to boost your website rankings and pay-per-click advertisements. In this way, you can easily reach your target audience and convert visitors to sales.

What is Search Engine Optimization?

In brief, search engine optimization (or “SEO”), is the practice of using keywords and strategies to optimize your website or social media page in the search engine result pages. SEO tells search engines what your page is all about so that the algorithms do not have to guess.

What is Google AdWords?

Google AdWords is a service hosted by Google that focuses on promoting web pages through Google’s search engine results pages. You may have noticed advertised pages before when making a search on Google. These ads are pay-per-click advertisements that are placed at the very top of search results.

How Do SEO and AdWords Work Together?

Now that you know what SEO is and what AdWords is more specifically, you might be more confused about how they can work together to help your business and brand. SEO and AdWords should be used together when trying to gain online visibility and clicks.

When purchasing a Google pay-per-click advertisement, there is a process known as bidding. However, the spot at the top of a search engine for a particular search term is not always awarded to just the highest bidder. In fact, there may be many websites trying to compete with limited slots for a given search term.

Instead, Google takes into account the individual bid for the advertisement as well as the quality and helpfulness of the website itself. This is because Google has a vested interest in getting users to click on the websites that they are promoting through their advertisements. After all, these ads are pay-per-click, which means that you only have to pay Google for them when they are clicked on.

This means that you can use SEO to do two things to benefit your Google AdWords for visibility.

looking at google ads to increase ppc budget

How Will This Relationship Work to Your Benefit?

Let’s get into those ways to use SEO together with Google AdWords to accomplish two results:

  1. Gain More Advertisement Space
  2. Gain More Clicks

As we discussed, Google will value the quality of websites when they present websites to those that are being advertised to. Quality of websites and helpfulness of websites are the newest measures of SEO that Google is focusing on to help improve the overall quality of content on the internet.

In this way, you can use SEO to improve your own website and reap the benefits of being considered quality or helpful by Google. Avoid keyword stuffing and focus on offering information and value from your website as your SEO strategy.

This usage of SEO will result in your website gaining more advertising space through Google AdWords due to their emphasis on value as well as your individual bid.

Secondly, you will then have the opportunity to gain more clicks on your pay-per-click advertisements. As your visibility increases and your ads are shown more, you have more potential to have people click on your advertisements.

We cannot stress the importance of focusing on your own website first before turning to advertise for online marketing. SEO is still important for your website even when you are paying for online ads. The relationship between SEO and AdWords is very indicative of this fact!

What Else Can You Do to Improve SEO for AdWords?

As we mentioned, improving the SEO on your overall website will have an impact on your AdWords visibility, but there are other things that you can do to increase your clicks with SEO.

Optimizing the title of the webpage that you are advertising through Google Ads will also help you to gain more clicks on your pages. If your search term is for “shoes for women” and your webpage has a title that is completely unrelated, you are unlikely to have people click on your advertisement.

The average Google Ads click rate is only 10%, this is because people aren’t necessarily fans of clicking on advertisements online. It is thought that a lot of these 10% of clicks are due to people getting duped into clicking on them because they think that the ad is the top search result.

In this way, you want to make sure that your website listing appears like it should be the top search result. Do some research on the top search result pages. What does their meta description look like, what is their page title, and what information do they offer? These questions should allow you to optimize your page to blend in with the others.

Implementing this strategy to optimize how your search engine result listing appears will allow you to take advantage of more clicks through Google AdWords.


To wrap things up, you can absolutely use SEO when you are developing and planning to use Google AdWords to advertise your business and brand. In fact, you should use SEO to help increase your visibility and to increase the number of clicks that you will receive through your advertisements.

Diversifying your approach to building your business and finding sales conversions will set you up for success. We applaud you for thinking outside of the box and seeking out information that combines online marketing strategies.

We hope that this article was helpful and pointed you in the right direction to begin optimizing your website for Google’s pay-per-click advertisement service. If you have any insight or questions about Google AdWords, let us know in the comments below!

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