It’s a great question to ask us if PPC (pay-per-click) advertising helps with SEO (search engine optimization). This article on Does PPC increase SEO ranking? Will answer all your questions.
PPC and SEO usage isn’t just smart, it separates your company from the crowd. Digital Third Coast understands that your ultimate goal as a business owner or head of marketing is to maximize your bottom line.
In short, PPC doesn’t improve SEO results…at least not directly. Here’s what Google says: Read more on Does PPC increase SEO ranking?
Does PPC increase SEO ranking?
Google’s first responsibility is to provide the most relevant results to Search users. If companies were able to pay for higher rankings in the search results, users wouldn’t find the information they need.
Here’s a bit more about it. As we go deeper, you’ll learn that there are indirect benefits for SEO from PPC. Before we dive into the details, let’s refresh our knowledge of both SEO and PPC strategies. We’ll share some of our insights derived from delivering measurable improvements to our clients for over a decade.
Strategy for SEO
We’re talking about organic traffic when we talk about search engine optimization. Or, simply put, traffic that comes to your site organically instead of through advertisements.
When users click on organic search results, Google determines the order of search results through a set of algorithms. Google’s decision-making process is confidential, but SEO experts know how to get a site to appear higher in search results. The higher the site appears in search engine results, the more qualified the traffic.
Strategy for PPC
With pay-per-click advertising, marketers target specific keywords and pay to ensure their brand appears above organic search results. They use Google Adwords to drive traffic to a website. The only time you pay for PPC advertising is when your ad is clicked.
How does PPC support SEO?
It is true that SEO and paid search are two sides of the same marketing coin. While some businesses prefer pay-per-click advertisements and targeting PPC keywords, others prefer organic listing visibility.
Our clients often start with PPC campaigns and then add SEO. As a result, they experience the indirect benefits of dual marketing.
Effects indirect
- There is no clear-cut answer to this question, since most SEO experts cannot provide direct and concrete evidence.
- Searchers who have previously encountered your brand are more likely to click and convert
- Those who see your ad are more likely to click on your organic search result as well.
- CTR for organic searches can be negatively impacted by searches with high-paid traffic
- A link in a paid advertisement can increase site traffic, which can lead to greater exposure via media or social media.
Conclusion
Additionally, Google uses traffic and site interaction as ranking factors. If your paid ads drive traffic to your site, then your organic ranking could be indirectly affected. However, this is one small piece of the 230+ factors in Google’s algorithms, so it won’t have a significant impact on rankings.
Your digital marketing strategy should be determined by your company and your unique goals, not whether marketers can tie their PPC efforts to organic rankings.
