Click-Through Rate in Organic Search: Understanding and Improving It

Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising are often managed as separate strategies. But when you align them, you create a system where each channel strengthens the other. The result is better visibility, more qualified traffic, and a higher return on your marketing investment.

Here’s how SEO can support your PPC efforts – and why integrating them gives you an edge.

Finding Smarter Keywords

SEO research goes deeper than most PPC keyword tools. For example, tools like Ahrefs or SEMrush help you uncover long-tail keywords; those search terms with low search volume and very high intent.

Imagine you run an online store selling running shoes. A typical PPC keyword might be “running shoes”. But SEO research could reveal that “best trail running shoes for wide feet” has consistent monthly searches and lower competition in paid search.

Targeting these longer queries in your PPC campaigns allows you to:

• Reach customers closer to a buying decision
• Avoid wasting budget on overly broad terms
• Write more relevant ad copy that speaks to specific needs

By aligning your PPC keyword targeting with SEO insights, you build campaigns that reflect how people actually search, not just how advertisers expect them to search.

Improving Landing Page Quality

One of the most direct ways SEO can improve your PPC campaign is through landing page optimization.

SEO work often focuses on:

• Specific content targeting
• Faster page speed
• Clearer page structure
• More informative content
• Mobile responsiveness

These improvements don’t just help your organic rankings – they also contribute to higher Quality Scores in Google Ads.

Why does that matter?
Google’s Quality Score measures the relevance and usefulness of your landing page, ad copy, and keywords. A higher score gives your ads a ranking advantage, which can save you money on clicks.

 

Example:
A poorly optimized page with a 3/10 Quality Score and a bid of $5 per click would rank below a page with a 7/10 Quality Score and a bid of $3 per click. The score works as a multiple of the bid, so the second ad (21) beats the first (15) pretty handily. 

Better landing pages also improve conversions. When people arrive on a fast, informative page that matches their intent, they’re more likely to take action.

 

Gaining Deeper Audience Insights

You can use SEO data to uncover valuable context about your audience’s behavior, questions, and pain points.

For example:

• Google Search Console shows the actual search queries that drive clicks to your website.

   

• Tools like Hotjar and Clarity show where people are spending time on your pages

   

• Organic conversion tracking highlights which pages and messaging drive real business outcomes.

   

This information feeds directly into smarter PPC campaigns.

Example:
Say you notice through SEO analytics that blog posts about “how to choose the right running shoe” drive significant organic conversions. You can use that insight to:

• Build PPC campaigns targeting searchers interested in buying guides
• Write ad copy that highlights education and expertise
• Retarget visitors who engaged with that content

When your PPC ads align with what users already care about, you increase click-through rates and conversions.

 

Covering Gaps and Controlling Costs

Not every keyword is affordable in PPC. In some industries, keywords can cost upwards of hundreds of dollars per click. SEO helps you build visibility without relying exclusively on paid traffic.

Example:

If your business targets “best accounting software,” you might find the average cost per click exceeds $30. Instead of abandoning that keyword altogether, you can:

• Work on SEO content to rank organically for that term over time
• Use PPC to target less expensive, higher-converting variations like “accounting software for freelancers”
• Combine the two to cover both short-term and long-term traffic

   

With this approach, you balance immediate leads from PPC with sustainable traffic from SEO, reducing risk if your paid budget needs to be paused.

Establishing Trust and Authority

Customers often research brands before buying. When your business appears in both paid and organic search results, it builds trust and reinforces your expertise.

Example:
Imagine a customer searches “affordable CRM software.” They see your ad at the top and your organic listing below it. This dual presence creates what’s known as “search engine real estate dominance,” increasing the chance they’ll click and view your offer.

SEO-driven content (like product guides and case studies) also builds credibility, which makes your paid ads feel less like sales pitches and more like helpful solutions.

How to Integrate SEO and PPC Effectively

If you want SEO and PPC to support each other, consider these steps:

1. Share Keyword Research

• Use the same keyword sets to build both your SEO content and your PPC ad groups.
• Identify high-intent keywords for PPC and mid-to-upper funnel keywords for SEO.
• Find the terms that are best suited for each channel to gain broader access to your audience.

   

2. Align Messaging

• Ensure headlines, offers, and calls to action are consistent across organic content and ads.
• Use learnings from each channel to help inform the other

   

3. Use Shared Landing Pages Wisely

• Build pages with your customers in mind
• Optimize landing pages for both organic traffic and paid campaigns.
• Ensure they load quickly and answer the user’s query.

   

4. Cross-Analyze Data

• Compare which keywords and pages drive the most conversions.
• Use insights from each channel to improve the other.
• Look at both channels as partners rather than competitors

   

5. Measure Holistically

• Track combined performance rather than isolating SEO and PPC in silos.
• Use attribution modeling to see how each channel contributes to conversions.

   

The Takeaway

When you treat SEO and PPC as two disconnected tactics, you miss out on efficiency and growth opportunities. When you bring them together, you:

• Lower your cost-per-click with better landing pages

   

• Improve conversion rates with deeper audience insights

   

• Build trust through consistent visibility

   

• Balance quick wins with sustainable traffic

   

Ready to make your marketing budget go further? Let’s explore how combining SEO and PPC can help you drive more qualified traffic and improve your ROI.