Does PPC Advertising Affect Your Search Rankings?
Rumour once had it that by using a PPC campaign like Google Adwords, your pages search rankings would get a boost. Google says not and common sense would support that statement. Let’s face it, Google is essentially a business and it derives its income from your Adwords campaign. Do you think Google or any other search engine would artificially boost your search rankings – Google could lose income if your site appeared on page one of the search results.
If someone said your search rank may get lowered to prevent that competition, I may have once believed it. Not now! In fact Googles Adwords and Search teams are just that – teams. They have their own distinct work area and their own sets of policies and procedures. They are completely autonomous and given the level of scrutiny that Google suffers from, they cannot afford to have it any other way.
Having said that, a good PPC campaign will over a period of time help to boost your search rankings. PPC campaigns can effect at least three areas.
Inbound Links: the more visitors you have to your pages the more links you are likely to build. Of course, the content or landing page of PPC campaign has to be worth linking to.
Bounce Rate: A good PPC campaign together with a good landing page should see the visitor clicking through to a second page. The moment a visitor clicks through to a new page, the lower your bounce rate becomes. Over time, many SEO professionals feel that bounce rate will be a highly valued component of your search rankings.
Social Bookmarking: Use a PPC campaign that sends visitors to an entertaining or useful landing page and they may well bookmark and share it with their friends. This will increase your traffic and perhaps increase your conversions as well.
Social bookmarking may also provide added backlinks and if supported by other users, a direct Google boost should they ever start including social bookmarking data in their search results algorithms.
PPC campaigns will not directly affect your rankings one way or the other – indirectly that can do a lot!
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