In Paid Ads For Your Website, we talked about the use of Pay Per Click (PPC) Google Adwords to drive traffic to your website. And when defining a Google Ad, we define the list of keywords which will drive traffic to a defined URL.
Does the use of Adwords improve your website SEO ranking with regards to the defined list of keywords?
Based on my own experience running Adwords on a website which I have added to my Google webmaster account and gotten indexed, I believe the answer is a positive one.
Other than having the website indexed, I have done almost no SEO work on this particular website. Instead, I have relied almost entirely on Google Adwords to drive traffic to a sales landing page which is effectively an affiliate product review page.
The paid ads have been going on for nearly a year with minimum ad budget but there is meaningful paid traffic to the website.
What I do notice is that for the list of keywords defined by the Google Ad, the website is ranking quite well for them.
And this is an interesting finding.
When we run PPC, we measure the ROI by primarily assessing sales conversions against our ad expenditure. However, with this finding, we actually can take into consideration that PPC also improves our SEO ranking.
With improved SEO, it also means we shall get more free organic traffic.
What I don’t know at this point is if I stop the PPC altogether, whether the website will continue to rank well for those keywords.
A key learning point is that while we work on SEO for a website, we can use PPC to drive the initial traffic, build up our mailing list and this PPC effort actually also contributes to our SEO ranking.
To me, I think this is a bonus from PPC!