Blog Post

How Can PPC Boost Your Organic Ranking?

Clive Clifford • Nov 29, 2017

3 Ways PPC can Lead to Better Organic Search Engine Rankings

We know that many business owners are skeptical of pay-per-click advertisement (PPC) and might think digital marketing companies are only promoting it to make more money. They know how important organic SEO rankings are and only want to focus on those, since organic rankings are both crucial and free.

The fact is, however, that PPC actually has the potential to help boost your organic rankings.

We are the first to acknowledge the importance of SEO and doing everything you can to show up higher in organic search results. And while PPC doesn’t directly affect the organic ranking of your website, there are indirect ways your organic ranking can benefit from PPC ads.

Here are three ways paid advertising can positively affect your website’s organic search engine rankings.

1. Expose Your Brand Name

When your business appears in the top portion of a search in the paid ads section, it exposes your brand’s name as one of the very first companies searchers come across. The more they see your brand name, the more familiar you become to them. When people are comfortable with your brand name and recognize it as a trustworthy option, they’re more likely to click on a link to your site, even if it is a link from an ad.

Having a site listing appear twice on the same page increases the chance people will click on your website. And since some people would rather click on organic results than paid ads, if you have both a paid and organic listing on the same page, your site appears to be a reliable source.

A high number of visits on your site improves your “ page authority score,” and as a result, also improves your ranking on the organic search.

Which leads us to…

2. Increase Click-Through-Rate

Just like PPC ads give your brand more exposure, they also have the power to increase your click-through-rate (CTR). We already touched on how people are more likely to click on an organic result than an ad, which sounds like we’re disproving our own argument for PPC ads.

However…

People will only click on your website’s organic listing if you listed on the top of the first page. Obviously, this isn’t likely to happen if you’re ranking below the first page. And if you aren’t ranking on page one—yet—your next best answer is showing up on the first page in the PPC section.

Therefore, PPC is the best strategy if you want to get on the first page quickly, especially compared to your SEO strategy, which usually takes months to gain momentum and reach page one.

Remember: the higher your CTR, the better your organic listing ranks.

3. Increase Number of Links

As we already discussed, a PPC strategy will increase traffic to your site and, as a result, increase your chance for link building. While people are visiting your site, they are more likely to share your information on other Internet mediums, which will increase your number of link to your sites. Link building is one of the essential factors for SEO ranking strategy.

Not only do links spread brand awareness, but they also impact your ranking. Link buildingtells search engines that people are coming to your site from different locations, further increasing your site’s authority.

And the more links there are leading to your website, the better.

A + B = Results

You can probably tell that all these benefits of PPC advertising play into one another, much like PPC works hand in hand with boosting your organic presence. Increased brand awareness leads to more clicks, which leads to higher traffic and opportunity for links, improving your site’s ranking on the organic results.

While paid ads don’t directly get you better organic results, PPC can definitely affect SEO in a positive way. And with that kind of impact on your marketing efforts, it’s clear that a PPC campaign is a tactic you can’t afford to skip over.

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