SEO and paid traffic: increase the return on your campaigns

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The relationship between SEO and paid traffic
SEO and paid traffic are often treated as separate strategies, but when worked together, they can bring even better results.

SEO: Focuses on getting organic traffic through non-sponsored results. This strategy builds authority over time, delivering consistent and lasting results.
Paid traffic: Seeks immediate visibility by hiring paid campaigns via platforms such as Google Ads or Meta Ads. It is a strategy to generate traffic in the short term.
Main differences between paid and organic traffic
The table below summarizes the main differences between germany whatsapp database two types of traffic:

Feature Paid Traffic Organic Traffic
Results Immediate and direct, ideal for short-term goals. Gradual and sustainable, built over time.
Cost Cost-per-click based; requires ad budget. No direct cost per click, requires investment in SEO and quality content.
Positioning Ads in prominent locations, such as at the top of results pages. Positions determined by SEO ranking in search results, good content can reach the first page of Google.
Segmentation Detailed targeting by keywords, demographics, interests. Attracts visitors through content relevance and matching with target audience search queries.
Impact of algorithms Less affected by changes in search algorithms. Susceptible to changes in algorithms, monitoring is required.
Sustainability Dependent on ongoing budget to maintain visibility. Builds lasting visibility and authority with no ongoing direct cost.
How does SEO work?
SEO is a long-term strategy that aims to improve the visibility and positioning of your website in search engine organic results. This is done through content strategy, improvements to the website structure, technical adjustments, page speed optimization and other techniques .

All improvements made with SEO are focused on improving the user experience and improving the overall quality of the website, also optimizing its positioning on the results page (SERP).

Person accessing Google homepage on laptop

Understanding SERP
SERP ( Search Engine Results Page ) is the results page displayed by Google and other search engines after a search. It typically includes:

Organic results: Free links, displayed based on their relevance and quality.
Sponsored results: Paid links that appear at the top or bottom of the page.
Google's algorithms consider several factors to rank results, both organic and paid, such as content quality, keywords, site speed and user experience.

Also read: Learn about Google SERP features.

The role of sponsored ads
Paid ads appear in privileged positions, either at the beginning, before the organic results, or at the end of the SERP. Their exact position depends on several factors, such as:

Pay Per Click (CPC)
Ad quality
Landing Page Quality
Keyword competition
Research context
Between others
While it is possible to improve visibility by paying for better positions, SEO remains a very useful strategy to ensure relevance and quality of the landing page, directly influencing the performance of your paid ads.

How SEO Improves Paid Traffic Results
Optimizing your company's website with SEO strategies creates a solid foundation that strengthens both the performance of paid campaigns and long-term organic results, ensuring visibility even after campaigns have ended.

Check out below how SEO can improve the results of your paid campaigns:

Maximizing conversions
SEO-optimized websites provide a better user experience, which is an important factor in increasing conversion rates. When visitors arrive at your website through paid ads and find a relevant, optimized page with quality content, the likelihood of converting them into customers increases significantly.