Can your SEO efforts be influenced by paid search? - Nummero

Have you ever considered investing during a PPC campaign with an SEO strategy?

Or wondered whether the mixture of two would negatively or positively impact your site’s rankings?

To answer the latter, no PPC doesn’t directly impact SEO.

PPC and SEO are two separate entities with established regulations to make sure paid search

has absolutely no direct impact on organic ranking.

Google declares that its “first responsibility is to supply Search users with the foremost relevant possible results. 

If businesses could buy higher rankings within the search results,

users wouldn’t be getting the knowledge they’re looking for”.

However, while PPC doesn’t directly impact SEO,

there are indirect outcomes from investing in paid search and SEO.

Let’s explore these indirect outcomes in further detail.

What is the difference between PPC and SEO?

The fundamental difference between PPC and SEO is that the traffic from organic search is “free”,

while PPC involves a price for every click. 

Both strategies aim to extend traffic to an internet site to realize

better business performance goals, revenue, etc, but they are doing so differently.

How PPC can help SEO 

PPC and SEO are two sides of an equivalent coin. 

Many businesses experience the indirect effects of a dual marketing strategy once

they use both PPC and SEO strategies for their website.

Let’s look closer at the indirect effects PPC has on SEO.

Builds brand awareness

PPC can help to create brand awareness,

which increases the likelihood of users remembering your business

when checking out similar products or services to your own. 

As searchers become more conversant with your brand, they’re more likely to interact

and click on your site, increasing click-through rates (CTR)

Searchers could be more inclined to explore the remainder of the location afterward

through an organic result after initial exposure to your brand through a paid ad.

this will increase the 

CTR, sending user signals to the SERP and helping to enhance organic ranking performance.

You can also use a PPC ad on prominent social media channels like Twitter or Instagram, 

which may successfully widen your audience reach through increased brand exposure. 

Using PPC ads alongside your SEO strategy

can ultimately be advantageous in quickly establishing your brand.

Visibility within the SERP

Combining PPC and SEO strategies

can help increase your site’s exposure, potentially gaining you a robust position on the SERP

When you run a PPC ad,

it’ll be the primary thing users see once they run an inquiry,

because it will appear at the very top of the SERP.

Combined with SEO,

double exposure to your website can influence how users perceive your brand.

as an example, 

seeing your business quite once on the SERP can make users more inclined to click on your site

because it suggests you offer trustworthy products and services.

Incorporating the 2 strategies might be highly beneficial as you’ve got the potential to combat challenging

and competitive SERP targets by increasing your site visibility.

Enhanced keyword research 

Both SEO and PPC strategies use keyword research to supply listings within the SERP.

Using both strategies is advantageous to ascertain which keywords drive the foremost traffic to your page.

SEO may be a gradual and biological process, which suggests it can take a touch longer

than PPC to analyze the effectiveness of your keywords. 

On the opposite hand, PPC allows you to ascertain the immediate results of

which keywords drive traffic to your site and which of them aren’t.

Using keyword data from PPC informs your SEO campaign. 

It allows you to analyze a broader set of keyword data and identify

which of them have the very best conversion rates.

From this, you’ll be ready to make the required adjustments to your SEO campaigns quicker,

like eliminating low-performance keywords

Should you specialize in SEO or PPC?

The best approach is to perceive SEO and PPC

as complementary strategies to extend brand visibility and improve your keyword strategy.

A solid search marketing strategy should tick all the boxes. 

Begin with a solid organic foundation which will be further enhanced with a PPC strategy

and assist you quickly in gaining more qualified leads.

employing a PPC strategy as a further data source

for keyword research can help speed up

the method of boosting your SERP performance.

However, it’s crucial to recollect that combining two strategies won’t be viable for all businesses,

especially those with a smaller budget.

Although it takes longer to ascertain any results on your website, choosing an SEO strategy

might be an economical approach to increasing brand awareness and relevant traffic to your website

 However, while a PPC strategy requires a budget and comes at an immediate cost,

this method can quickly drive brand awareness and traffic to your site. 

It all depends on what kind of return you’re hoping to receive from your efforts.

Bear in mind that, albeit many businesses consider SEO strategy to be ‘free’,

both SEO and PPC cost money and may have many indirect costs and indirect profits.


To wrap up, paid search doesn’t directly impact SEO efforts.

But combining the 2 strategies has many indirect effects.

Although PPC and SEO are two very different marketing strategies,

they will complement each other if used strategically.

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