How Does a Digital Marketing Agency Handle SEO and PPC?

In today’s competitive online world, every business wants to show up on Google. That’s where digital marketing agencies come in. They help businesses get noticed online using two main strategies — SEO (Search Engine Optimization) and PPC (Pay-Per-Click Advertising). But how do these agencies manage both? Let’s break it down in simple words.

Understanding the Basics: What Is SEO and What Is PPC?

What Is SEO?

SEO means improving a website so that it shows up higher in search engine results (like Google). It’s all about getting “free” or “organic” traffic.

For example, if someone searches for “best pizza in Mumbai” and your restaurant’s website appears on the first page, that’s thanks to good SEO.

SEO includes:

• Using the right keywords
• Writing helpful and clear content
• Making sure the website loads fast
• Having a mobile-friendly website
• Getting backlinks (links from other websites)

What Is PPC?

PPC is a paid advertising method. Businesses pay money to show their ads at the top of search results. You’ve probably seen these ads when you search on Google — they usually say "Ad" next to them.

With PPC, businesses only pay when someone clicks on their ad. That’s why it’s called Pay-Per-Click.

Platforms used for PPC:

• Google Ads
• Facebook Ads
• Instagram Ads
• LinkedIn Ads

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Why Do Digital Marketing Agencies Use Both SEO and PPC?

SEO Gives Long-Term Results

Good SEO takes time but gives long-term value. Once your website starts ranking, you can get traffic without spending on ads.

PPC Gives Quick Visibility

With PPC, you can appear on Google in just a few hours. It’s great for new websites or promotions that need quick attention.

Best Results Come From Using Both

Smart digital marketing agencies use SEO and PPC together. This gives businesses more visibility, more traffic, and better chances of converting visitors into customers.

How Does a Digital Marketing Agency Handle SEO?

Handling SEO is not a one-time job. It takes planning, research, and regular updates. Let’s see how a digital marketing agency does it step by step.

Step 1: Website Audit

The first step is to check the current condition of your website.

The agency looks at:

• Website speed
• Mobile responsiveness
• Broken links
• Keyword usage
• Title tags and meta descriptions

This helps them understand what is working and what needs improvement.

Step 2: Keyword Research

Keyword research means finding the words people are typing on Google.

For example, if you sell shoes, your keywords might be:

• "Buy running shoes online"
• "Best sports shoes for men"
• "Affordable shoes under ₹2000"

The agency uses tools like:

• Google Keyword Planner
• SEMrush
• Ahrefs
• Ubersuggest

They pick keywords based on:

• Search volume (how many people are searching)
• Competition (how hard it is to rank)
• Relevance (is the keyword related to your business?)

Step 3: On-Page SEO

On-page SEO means improving things on your website.

This includes:

• Writing quality content using keywords
• Adding headings (H1, H2, H3)
• Using images with proper tags (alt text)
• Adding internal links (linking to your other pages)
• Making sure URLs are clean and short

Step 4: Technical SEO

Technical SEO deals with how your website is built and functions.

Agencies check:

• Website speed
• Mobile-friendliness
• HTTPS (secure website)
• Sitemap (helps search engines understand your site)
• Robots.txt file (tells search engines what to crawl)

Step 5: Content Marketing

Content is king in SEO.

The agency creates:

• Blog posts
• Articles
• Product pages
• Infographics
• Videos

They make sure the content is helpful, original, and answers the user’s questions.

Step 6: Link Building

Link building means getting other websites to link to your site. It shows Google that your content is trustworthy.

Agencies do this by:

• Guest posting
• Reaching out to bloggers
• Sharing useful content on forums or social media
• Listing your website on business directories

Step 7: Performance Tracking

SEO takes time, so it’s important to track what’s working.

Agencies use tools like:

• Google Analytics
• Google Search Console
• SEMrush or Ahrefs

They monitor:

• Keyword rankings
• Website traffic
• Bounce rate
• Conversion rate

How Does a Digital Marketing Agency Handle PPC?

PPC is all about paying smartly to get results. Agencies manage PPC campaigns with a clear strategy to avoid wasting money.

Step 1: Understanding the Business Goal

The agency first understands:

• What the business wants (more leads, sales, website visits?)
• Who the target audience is
• What products or services are being promoted
• What budget is available

Step 2: Keyword Research for Ads

Just like SEO, PPC also needs keyword research. But here, it’s more focused on commercial keywords — the ones people use when they are ready to buy.

For example:

• “Buy black leather shoes”
• “SEO agency near me”
• “Affordable digital camera price”

Step 3: Creating the Ads

A digital marketing agency writes clear and catchy ad copies.

Good ads:

• Grab attention
• Show the benefits
• Have a call-to-action (like “Shop Now” or “Call Us Today”)

They also create visuals for display ads (for Google Display Network, Facebook, or Instagram).

Step 4: Setting Up Targeting

The agency chooses who should see your ads based on:

• Location (like Mumbai, Navi Mumbai, India)
• Age group
• Gender
• Interests
• Device (mobile, desktop)

This helps in showing your ads to the right people.

Step 5: Budget and Bidding

In PPC, you set a daily or monthly budget. The agency decides:

• How much to spend per click (CPC)
• Which keywords to bid higher on
• When to show ads (day/time settings)

They keep a balance so that the business gets maximum value for the money spent.

Step 6: A/B Testing

Agencies test different versions of ads to see what works best.

They change:

• Headlines
• Images
• Call-to-actions
• Landing pages

This testing helps improve the performance of the ads over time.

Step 7: Landing Page Optimization

A landing page is where users go after clicking an ad. The agency makes sure:

• The page loads fast
• The design is clean
• There is one clear action to take (buy, sign up, call)
• It matches the ad content

Better landing pages = More conversions.

Step 8: Tracking and Reporting

Agencies track everything:

• Number of clicks
• Cost per click (CPC)
• Conversions (how many people actually bought or signed up)
• Return on Ad Spend (ROAS)

They send regular reports to the client with insights and suggestions.

Combining SEO and PPC for Maximum Impact

A smart digital marketing agency knows how to use both SEO and PPC together. Here's how they combine them:

SEO + PPC = More Search Visibility

With SEO, your website may appear below the ads. With PPC, you appear at the top. This way, your brand is seen twice on the same page, increasing trust.

Use PPC Data to Improve SEO

PPC helps quickly test which keywords or messages work best. This data can help shape SEO content strategies.

SEO for Long-Term, PPC for Short-Term

Agencies use SEO for long-term growth and PPC for short-term goals like promotions, seasonal sales, or launching new products.

Final Thoughts

A good digital marketing agency doesn’t treat SEO and PPC as separate tools. They blend both to bring the best results for your business. SEO takes time and effort but brings lasting results. PPC gives you instant traffic but needs a careful budget.

Whether you're a small local shop or a growing eCommerce business, using both can help you grow online, reach more customers, and increase your sales.

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