How Paid Search Affects SEO

Chris Sams, November 18, 2014

Though you may be aware that AdWords and other Paid Search avenues do not directly affect SEO, you may be unaware that there are many indirect advantages. In the areas of visibility, rankings, data, and other opportunities, it is obvious to us that Paid Search is a viable portion of any online marketing strategy.


PPC creates strong branding when paired with SEO. Having your paid and organic listings show up on the same page shows that you have an established presence in a particular market. This can increase traffic to your site for both the organic and paid searches.

Notice how Sunglass Hut is using Paid Search, Organic Search, and Google Places to take up the majority of the search results for “Sunglasses”

Screen Shot 2014-11-18 at 9.48.32 AMSEO traffic along with bounce rate and time on site are some of the many metrics Google algorithms use to rank your website. Paid search can be used to increase overall referring traffic, through branding and return visitors. This increased traffic to your website benefits your over SEO Rank.

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Data from paid ads can be collected and used to optimize your website. Use the PPC report to discover potential keywords to add to your AdWords account by looking for search terms in the Adwords account tabs. This will increase the data collected by Adwords to optimize the account to it’s full potential.

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Capturing Every Opportunity

It can be easily argued that some of your traffic from Organic can be taken away by PPC, but recent findings show that this loss in Organic traffic is paired with a large increase in traffic from Paid Search. Overall, the percentage of clicks “displaced” by a Paid Search presence only represents a mere 15% of supplemental paid clicks. When this is compared to the much larger portion of 85%, represented by “incremental” clicks, that were not garnished by a strictly organic campaign, it’s painfully obvious that Paid Search truly bears a lot of weight. Keep in mind, this is overall, and would vary depending on your organic rankings.

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