Here is a nice Forbes article that describes in detail 13 smart ways you can integrate paid search results with organic content to improve your SEO.
As a content writer I primarily focus on providing organic content to my clients. Most of my clients don’t want to spend a ton of money on Google AdWords and other PPC campaigns because they understand that once they are able to organically improve their search engine rankings through optimized content, they won’t need to pay for every click they get from Google. Though, I do provide Google AdWords copywriting services.
What are organic search engine rankings?
Your content appears naturally in search results. You don’t need to pay for it. You’re not paying for every click. You appear in search results due to the quality and relevance of your content and not because you are paying Google.
But the benefit of using PPC advertising is that – provided you can afford – you can immediately start getting traffic to your relevant landing pages, for the conversion-friendly keywords. The key is, you need to know what you’re doing. Since you are paying for every click, you need to make the maximum number of sales or optimally tweak your conversion prospects.
This can be tricky. You may need to spend a lot of money before you can figure out how to optimize your campaigns and bring your costs down.
Organically improving your search engine rankings on the other hand is a safer bet. Although you may feel that you are randomly publishing content and hoping that your search engine rankings may improve for your desired keywords, if you use the right tools such as Ahrefs or SEMRush to find the right target keywords and topics for you to focus on, you can get tangible results with optimized content writing within a foreseeable future.
Should you use a mix of PPC advertising and organic content writing?
If you can, yes. Through PPC advertising, as I have written above, you can instantly start getting targeted traffic, and with better conversion rate, you can also start generating some good business.
There is a side benefit though, that I noticed a few years ago. When you start advertising on Google for certain keywords, your organic rankings for some keywords begin to improve on their own. This was quite surprising. I don’t even know whether it was a fluke or it really happened.
For example, I created a couple of AdWords campaigns for a range of around 10 keywords and I selected 2 Indian cities to be targeted because I didn’t want to spend lots of money. I was just experimenting.
To my great surprise, the organic rankings of those keywords that I hadn’t bid for, suddenly improved manifold. The links that were appearing on the fourth or the fifth page, began to appear on the first page. Again, I’m not claiming that it was related. Maybe it was coincidental. Maybe the ranking of those links was bound to improve and then they jumped to the first page just as I was advertising using Google AdWords. Who knows?
It may also be because when Google crawls your website for the paid links, it also ends up crawling and indexing the other links it finds, and then ends up ranking them around the paid links.
So, if you have some money, you can try that out. Use a combination of PPC advertising and organic content writing, and for a while, observe what happens.
Other than this, you can use PPC advertising to increase your visibility. Your website gets indexed faster. It becomes easier for people to find your content. This in turn has a positive effect on your organic search engine rankings.