PPC doesn’t necessarily directly help SEO, however it can provide valuable insight that can help to plan SEO campaigns. For example, an existing PPC campaign can help to identify keywords that already have a positive impact on traffic, and those that are less effective, minimising trial and error.
What’s more, high performing SEO and PPC can maximise your brand’s visibility at the top of search results pages, increasing the chance that searchers click on your website. But, even if they don’t click on your site this time, this visibility still puts your brand into their choice set for next time they search a similar query.