Knowing Why PPC Can Help Effectiveness Of SEO Efforts
One of the most common questions from our clients is whether PPC advertising can help improve the effectiveness of their SEO efforts. This is a good question.
We, at Digital Third Coast, understand that your ultimate goal is to make your business as profitable as possible. One of the best ways to stand out from the crowd is to design and implement a mix of digital marketing strategies such as SEO and SEM.
Let’s take a close look at this. You’ll see how smart and effective PPC advertising campaigns can indirectly boost your SEO efforts. To start with, let’s see what SEO and PPC are. Then, we’ll share with you our insights from over a decade of helping our clients reach their marketing and business goals.
Search Engine Optimization
SEO, or Search Engine Optimization, is a set of activities that allow websites to acquire organic search traffic. This means people find these websites by using Google or other search engines to seek products or services. They find your listing on the search results pages without you having to pay for that.
Google uses a complex algorithm to decide the order of the search results they show their users for different queries. The specific rules Google uses are confidential, but SEO experts understand how to adjust and optimize web pages to help them rank higher in Google for the most relevant search terms. The higher these pages show up in the SERPs, the higher the organic traffic volume they receive.
PPC, or Pay-per-click, is advertising you pay for to display your listing on top of search engine results pages, just above organic results. In fact, you only pay for users who click-through to land on your website, so you can optimize PPC campaigns for profit, at least to a certain extent.
Can PPC Help SEO?
Both paid search and SEO have the ultimate goal to boost your visibility in search. Some businesses prefer to use PPC, in order to attract qualified leads in the fastest and most effective manner. Others prefer to invest in long-term activities such as SEO, in order to improve their organic search listings.
Many of our clients start with PPC to gain some quick traction and then work towards their SEO goals. This dual marketing strategy has its benefits.
Indirect Effects Of PPC On SEO
The big question is whether and how can PPC benefit your SEO results. There is no straight answer to this question. According to Moz, some of these benefits may include:
- Search engine users who see your ads are more prone to clicking on your organic search listings as well.
- Search engine users who have already been exposed to your brand click and convert in larger numbers.
- Showing your ads on high-paid, high-traffic keywords may lead to an increase in your organic CTR.
- Links in paid ads help increase your overall traffic and therefore benefit from greater exposure on social media, as well.
Traffic and user experience and two of the elements Google uses in their ranking algorithm. This is why it makes sense to think that effective PPC advertising can impact your SEO efforts. Nonetheless, there are more than 230 ranking factors Google’s algorithm relies on, so this effect is probably less significant than you’d like to believe.