SEO and Paid Media: Better Together

The old playbook often treated SEO and paid media like competing siblings, each vying for budget and attention. But smart outdoor brands know better. SEO and paid media aren't rivals, they're strategic partners. When you align your efforts, both channels go further, faster. Here's how to make that synergy work for your brand.

Better Landing Pages = Cheaper Ads

Let’s start with your landing pages. When they're optimized for SEO, meaning they reflect what people are actively searching for and provide a strong user experience, you don’t only win in organic rankings. You win with paid too.

Platforms like Google Ads reward relevance. If your ad links to a page that answers the searcher’s query clearly and quickly, your Quality Score goes up. That leads to a lower cost-per-click (CPC) and better ad placement.

It's a win-win:

• Higher relevance = higher ad rank

• Better content = longer time on site

• Lower CPC = more efficient spend

For tips on crafting SEO-forward pages, check out our Landing Page Strategy.

Let Your Blog Do Double Duty

Got a blog post that's pulling traffic? Great. Don't let it sit idle.

A well-optimized blog post can be repurposed in paid channels to extend its reach:

• Boost it on Facebook or Instagram to mix up ad formats with something more informative.

• Turn it into a short-form video for Reels or TikTok with a UGC-style voiceover.

• Use snippets as part of a carousel ad that educates before it converts.

If it’s resonating with organic audiences, chances are it will click (literally) with paid ones too. Repurposing content across channels not only saves time but also builds consistency.

Grow Your Remarketing Audiences with SEO

One often-overlooked benefit of SEO? It feeds your funnel.

Organic traffic doesn't just bring in new eyes. It populates your remarketing lists with high-quality, relevant visitors. The more organic traffic you drive, the more precise and effective your paid remarketing campaigns become.

This is especially valuable when building lookalike audiences or re-engaging users who need a second or third touch before converting.

Use Social Content to Boost Your Website (and Vice Versa)

You worked hard on that UGC video. Don’t let it disappear in a feed scroll.

Add that same video to relevant product or landing pages on your site. Not only does it build trust with users, but it also improves your SEO by increasing engagement time and signaling value to search engines.

The same applies in reverse: blog content or product reviews can be broken into social-friendly snippets that continue to build brand authority and interest.

This multi-format distribution keeps your content ecosystem thriving, no matter where your audience chooses to engage.

Search and Social Are Melding. Your Strategy Should Too.

Search doesn't only happen on Google anymore. Your audience is searching TikTok for product reviews, Reddit for recommendations, Instagram for inspiration, and even using AI tools to research brands.

That means your SEO strategy needs to consider how your brand shows up everywhere, not just in search rankings. Strong content, brand mentions, and cross-channel consistency amplify both your organic and paid efforts.

Final Thoughts

Paid and organic shouldn’t live in silos. The brands seeing the best results today are those weaving their SEO and paid media strategies into one cohesive, content-powered engine.

Learn how Foghorn Labs can help you align SEO and
paid strategies for stronger results