How Does Paid Advertising Affect SEO in General and the Specific Impact of PPC


An effective SEO campaign combines both organic and paid marketing. Though paid advertising is known to bring desirable results, the experts in the community often debate over whether it is mandatory to make a campaign successful. Those who are against PPC or other paid methods often use the argument that spending hundreds of dollars is not worthwhile since the same results can be achieved through organic tactics.

However, before you decide against paid marketing, keep in mind that there are benefits and drawbacks to each approach that are used for online promotions. Let’s explore a few unique benefits of paid advertising to understand its effects in SEO.

  • Winning higher traffic

There is no doubt that proper organic SEO improves a website’s traffic. However, researchers have shown that the pay per click initiatives and paid ads generate almost twice as many clicks compared to organic SEO in a shorter amount of time.

WordStream conducted a survey on this and concluded that general organic searches could surely outperform the paid ads, but when it comes to specific commercial-oriented internet searches, which are essential for online businesses, paid ads are found to be more efficient.

  • Working in tandem

From the WordStream’s research report, we can infer that paid advertising may be superior to organic SEO for commercial purposes, but the expert opinion in this regard is that SEO and paid advertising work the best when deployed in tandem. A Google study recently indicated that paid ads along with organic search results tend to increase click-through rates of ads. Almost 34 percent of the click-through associated with paid search results happen alongside a related organic result on the same page.

  • Increasing SERP rating

We can also understand from expert opinion that by using both organic SEO and paid advertisements, marketers can increase the likelihood of coming on top in the search engine results pages (SERPs). Studies have shown that most of the listing on the number one position are carefully incorporating paid advertising and organic SEO listing to enhance visibility and in turn getting increased site traffic and a high ROI.

  • Coping with search engine algorithm changes

Including paid ads as a crucial part of online promotions may also be important in safeguarding against the frequent search engine policy changes related to links. We know that Google frequently updates its guidelines to ensure the most acceptable SEO standards and avoid spam links, which may sometimes cause a devastating impact on the marketing campaigns of websites.

The over-optimization penalty is one such example, in which Google penalised sites that used methods such as keyword stuffing and link spamming. Including paid ads will give you a buffer channel to get traffic alongside restructuring the organic SEO strategies based on the new policies and guidelines.

Next, let us look at the PPC administration in various aspects of SEO to enhance results.

PPC for keyword research in SEO

It is a fact that many of the existing keyword research methods are somewhat imperfect. The keyword research tools usually offer a bulk list of keywords, which they believe are highly searched. However, having high traffic for a particular keyword does not always imply that it is the most relevant one for your business.

As per SEO Sunshine Coast experts, that is where pay-per-click ad initiatives may help you to gain more organic visitors. Such campaigns will give you a clear-cut feedback on which words bring the most traffic, which all words lead to actual sales, and what compels the users to buy.

They most advanced pay-per-click tools in keyword research will help unlock the real value derived from running pay-per-click advertisements. If done properly, there can be a prioritised list of suggested topics and keywords at your fingertips. You can start working instantly with relevant keywords which work the best for your business.

Creating an information architecture for SEO

Search engines want to see pages with an appropriate grouping of related words and variation of keyword/keyword phrases. The organic search algorithms of leading search engines are relevance-oriented and set quality scores. If you create hierarchies of keywords based on proper grouping methods, you will have an efficient site hierarchy in hand.

Next, we can also see the IA structure slowly forming. You can create a page for each keyword groups and then segment your site based on successful PPC groupings. All that is left is crafting critical headlines and relevant chunks of content based on those key terms to drive traffic and engagement.

PPCE in SEO page structuring

You can use PPC tools to generate the most relevant meta keywords, meta tags, descriptions, and HTML titles for your web pages to add SEO value. Such tools will also help in outlining the apt SEO structure to the copywriters and what content needs to be linked to which pages. By dedicating pages to one or more semantically related keyword groupings, you can use those keywords within that particular segment to create optimised web copies.

PPC initiatives help a lot in enhancing the presence of your web pages on the highly competitive internet platform. It also increases exposure in the local markets, which in turn leads to growing number of brand searches and winning direct traffic to your site. There are no direct benefits of PPC in SEO, but rather these additional advantages contribute to the actual goal that you want to achieve.

If you run PPC ads, map listings, along with a strong organic strategy, then it can work in favour of you. Always aim at gaining more direct traffic, which is the best mode of web traffic in which the users already know you and are more willing to enter into a deal with you. However, overdoing these may ultimately affect you adversely.