People who are new to SEO and PPC often think that having a Google Adwords campaign somehow improves their natural search engine results. Even though Google has insisted that this is not the case, and almost all SEO experts agree, there are still occasional claims of a correlation between paying for PPC and improved search engine rankings. Alternatively, there are some people who claim that their natural search engine rankings dropped when they started paying for ads.
SEO conspiracy theories aside, there are usually reasons why natural rankings improve in tandem with PPC. In many cases, people had started to pay attention to their websites within a few weeks of starting a sponsored match campaign, if only to improve the possibility of a conversion when the paid clicks started coming. At minimum, this increases the freshness of a website, and generally there are better keywords on the PPC landing pages when people start making changes. In many cases, we have customers who are doing SEO and PPC at the same time, so we can deduce that our own work, which once again may have started weeks or months earlier, was starting to bear fruit.
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