Each and every month you are paying large sums to Google on a pay per click (PPC) basis to drive improved visibility of your brand and to encourage new sales to your website. So it seems only fair that the power brokers at Google help you out with improved organic search performance right? Sorry, I have some bad news for you. Spending money on Google Adwords does not mean your website will get a boost in the natural non paid search results. The algorithm that ranks websites in major search engines pays no attention to whether you are a paying or non paying customer of Googles.
When you think about it a bit more, it makes sense. If there was a preference to paying customers Googles mission of providing the best possible user experience online could be compromised by those with the largest cheque book.
However, when I say PPC has no impact on SEO that is not entirely correct. While there is no direct impact in Googles rankings, PPC can indirectly yet powerfully influence your search engine optimisation efforts.
Imagine you have spent several months of your time or invested a not insignificant amount of money undergoing search engine optimisation for your website. Now consider the consequences if you find all the hard work ranking your website is wasted because you have optimised your site for keywords that are less advantageous than another set of keywords. The result being traffic to your website that is not only uninterested in your information, but worse still they fail to convert into paying customers.
The beauty of PPC is that you can direct targeted traffic to your website almost immediately. A process of testing and modification will demonstrate the best keywords for your website, whether you are interested in unique browsers, increasing time on site or to optimise conversions. This learning can be invaluable to your SEO efforts and can save your business a whole lot of time and money.
Inform your content strategy
A key component of a PPC campaign that works is ad copy. Now you might be thinking, what can I learn from a couple of short lines of text that will help my content strategy? The answer is… quite a bit. Title tags, meta descriptions and landing page content is crucial for pages that you want to rank. A thorough review of your PPC ad performance can help inform this content. Take note of ad copy that results in higher click throughs and improved conversions, you can quickly identify what works and what doesn’t and apply this to your content strategy efforts.
Free up your time
Now this one isn’t specifically helping your on or off page optimisation as part of your SEO work. However, as I am sure you are aware, SEO is a long term strategy and it can take months if not years to generate a significant volume of traffic for highly competitive keywords. Smart pay per click advertising however can give your brand an immediate boost and can send traffic to your website that may convert into new customers. This can take some of the pressure off on the SEO side as it can take some time before sales begin to roll in via this method.