With constant changes in search engines algorithms, digital marketing teams must match up and develop methods to maximize Website traffic and conversions through SEO and PPC. Neglecting these areas leads to poor campaigns and dismal performance. A sound strategic digital marketing campaign involves combining Search Optimization Engine (SEO) and Pay per Click (PPC). The strategy has been described by experts as not just necessary but also a sound approach for maximizing traffic and website conversions. Combining the two, allows identification of critical data points which are dedicated to behavior, attitudes and the location of a consumer. Here are four benefits through which a business will gain by using the two strategies together.