Combining SEA and SEO: 5 tips for a brilliant interaction
Posted: Mon Apr 21, 2025 5:11 am
Like two partners in a good marriage, SEA and SEO should support each other. Where one partner has weaknesses, the other can ideally leverage their strengths.
Both sides – search engine advertising and search engine optimization – can mutually benefit from their wealth of experience.
If you succeed, you will have a valuable resource at your disposal to really get your website going thanks to a clever combination of Google Ads and SEO.
How exactly does this interaction work and how does it last? In this article, I have five tips for you.
Couple as a symbol of cooperation SEA SEO
They don't have to be on each other's hands, but they still have to communicate and work closely together: SEA and SEO
Tip 1: Google Analytics Reports – keeping an eye on the big picture
Do you know that feeling? You're stuck on a tricky issue until someone from outside gives iceland phone number data you the crucial clue to solving the problem. This is probably how most people feel – whether in their professional or personal lives. And here's the transition:
When implementing measures for both SEA and SEO, you should never consider the channels in isolation. Otherwise, you may miss the obvious influences that both channels have on each other and draw incorrect conclusions.
One step further:
SEA and SEO can also impact other user sources, such as direct traffic, or provide explanations for why user numbers shift. Of course, the same applies the other way around.
"Teams should regularly review the data from each channel together. Pushing SEA campaigns often results in a loss of traffic in the organic data, especially when targeting keywords for which the website ranks well.
A lack of communication between the teams could lead to incorrect interpretations of the development, which could lead to incorrect countermeasures in the next step, which a) cost a lot of time and nerves and b) do not result in the desired result." – Mario Jung , Managing Director of ReachX GmbH and founder of the OMT
Both the PPC and SEO teams should therefore always check ALL channels in Google Analytics. Are there any unusual traffic movements?
You may also notice anomalies without experiencing any acute problems with your Google Ads campaigns. Even then, you should investigate why these changes are occurring, or whether there are obvious reasons for them and whether something is wrong with your tracking.
Both sides – search engine advertising and search engine optimization – can mutually benefit from their wealth of experience.
If you succeed, you will have a valuable resource at your disposal to really get your website going thanks to a clever combination of Google Ads and SEO.
How exactly does this interaction work and how does it last? In this article, I have five tips for you.
Couple as a symbol of cooperation SEA SEO
They don't have to be on each other's hands, but they still have to communicate and work closely together: SEA and SEO
Tip 1: Google Analytics Reports – keeping an eye on the big picture
Do you know that feeling? You're stuck on a tricky issue until someone from outside gives iceland phone number data you the crucial clue to solving the problem. This is probably how most people feel – whether in their professional or personal lives. And here's the transition:
When implementing measures for both SEA and SEO, you should never consider the channels in isolation. Otherwise, you may miss the obvious influences that both channels have on each other and draw incorrect conclusions.
One step further:
SEA and SEO can also impact other user sources, such as direct traffic, or provide explanations for why user numbers shift. Of course, the same applies the other way around.
"Teams should regularly review the data from each channel together. Pushing SEA campaigns often results in a loss of traffic in the organic data, especially when targeting keywords for which the website ranks well.
A lack of communication between the teams could lead to incorrect interpretations of the development, which could lead to incorrect countermeasures in the next step, which a) cost a lot of time and nerves and b) do not result in the desired result." – Mario Jung , Managing Director of ReachX GmbH and founder of the OMT
Both the PPC and SEO teams should therefore always check ALL channels in Google Analytics. Are there any unusual traffic movements?
You may also notice anomalies without experiencing any acute problems with your Google Ads campaigns. Even then, you should investigate why these changes are occurring, or whether there are obvious reasons for them and whether something is wrong with your tracking.