Does PPC Help SEO?

PPC BENEFIT SEO?

Does PPC Help SEO?

If you have ever ran a PPC campaign before you might have seen an increase in your SEO rankings, more traffic, more organic conversions and so on. But is this really PPC having an effect on your SEO? Does PPC help SEO? In this article, we will look at how PPC can and can’t affect your SEO. 

PPC doesn’t Have an Affect on SEO? 

Google have clearly stated that SEO is not affected by Google Adwords or any type of PPC. In fact there is quite a clear and divisive line between the Adwords Team and the Organic Team in the Google offices. However, sometimes you might hear that people are doing better in terms of organic search terms. The factor they believe is causing it is… their new Adwords campaign. 

Google’s Response to PPC and SEO

‘Google’s first responsibility is to provide Search users with the most relevant possible results. If businesses were able to pay for higher rankings in the search results, users wouldn’t be getting the information they’re looking for.’ From this page on Google’s Help Website.

Basically confirming a few things. You can not pay your way up the organic search results, Google is looking to improve user experience, someone paying for results is not going to do that. It also confirms that Google do pay a lot of attention to the types of results you’re looking to advertise on. This means that you need to make sure your adverts and landing pages are as relevant as possible to the results your advertising on.

PPC and SEO
Graph Comparing Traffic with SEO and PPC – https://unamo.com/blog/seo/ppc-vs-seo-quick-results-or-sustainable-effects

How PPC Can Affect SEO

This section might get a bit technical, because PPC doesn’t directly affect SEO, but it can have some positive impacts in your rankings. There are also some tools that Adwords provide that can be really good for optimising your site. 

Increased Trust

Let’s say that your advertising on a search term that you already rank highly for. If you start a PPC campaign on that term and other terms like it, you can build up a level of trust with the users. This trust is built up because the users have seen you at the top of both the organic results and the paid results. 

Although PPC results are typically at the top of search pages, not all users click them. There was actually a rather good study by Craig Mcconnel that indicated that even though PPC results are at the top, 35% of users click on the top organic search results.

Gaining Authority in Your Market 

If you’re at the top of the search engine results your website is more likely to receive backlinks. As your content is more obviously found by users, they’re more likely to refer to it in their blogs, articles and general content. As we know backlinks are a big part of SEO (good organic links), so this naturally increases your SEO Rankings. With more visitors and conversions your website is a bigger target for other websites wanting to get in on some of your traffic. 

Better Landing Pages and More Terms

When creating your PPC campaign you’re more likely to use a landing page. Or at least you should be using a landing page. Naturally, you’re going to be optimising this landing page around your latest Adwords campaign in order to help that PPC ranking factor. This won’t only help your PPC, but will also help your SEO. Especially as these pages will gather more traffic, content and general backlinks. This will naturally help that page rank and also organically help the entire URL improve its placement. 

Related article What is a Landing Page?

SEO and PPC Tools

As we know there are a lot of tools provided by Google to help with your Adwords Campaigns. But these tools aren’t just for Adwords, they can be really useful for optimising your site. For example, let’s say you’re starting your website, but you haven’t got a Scooby what keywords you should be using. Google provides the perfect solution with keyword planner. There are a lot of free tools out there you just need to know where to find them all, check out this article by WordStream to help with this.

Does PPC Help SEO? 

The simple answer to the question is no. But if you look deeply into what PPC is you can start to see a connection. Of course, you need to make sure your website is already very well optimised and your advert and landing page are spot on. But if you can do this, then you will see some impact on your SEO. But don’t think you can buy your way up the SEO rankings, because you simply can’t. 

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