How Paid Advertising Determine SEO

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Sooner or later, almost any corporate website will face the problem of how to attract search customers? Marketers and directors unanimously discussed launching paid advertising in search engines and partner platforms, which is the fastest way to attract customers from the website. SEO and SEO stick to their own routes, it is recommended to attract organic traffic and attract more target audiences. In fact, separating context from SEO is fundamentally wrong, because advertising can not only complement search engine optimization but also provide direct SEO Services benefits.

There are two contradictory myths about the impact of advertising on SERP rankings.

The presence of effective campaigns in search will automatically increase the ranking of the site in the natural search results.

On the contrary, search engines artificially lower the position of such Web resources. Search engines want to diversify their search results, which can explain this. There is also the unwillingness to put the website in a higher position for free, and website owners are willing to pay for it.

Both of these assumptions are wrong. However, the first one is more meaningful.

Does advertising really affect rankings in SERPs?

Directly No, But There Are Many Indirect Factors.

  • Behavioral factors.
  • If your campaign is configured correctly and the page contains useful content for users, the bounce rate will be minimized. Visitors who follow the ad link will stay on the site for a long time and undergo internal conversions. Google and Yandex will consider these indicators when ranking.
  • Indexing speed.
  • Popular resources are indexed faster, and search robots visit them more frequently. The increase in traffic caused by clicks on advertisements can quickly index new pages of network resources.
  • Remembering the brand.
  • Not all users who click on your ad are ready to make a purchase immediately. But some people who are interested in your product will remember the name of the brand. Later, they can return by clicking search to query brand queries.

Indexing speed The indexing speed of popular resources is faster, and search robots visit them more frequently. The increase in traffic caused by clicks on advertisements can quickly index new pages of network resources. Remember the brand. Not all users who click on the ad are ready to make a purchase immediately. But some people who are interested in your product will remember the name of the brand. Later, they can return by clicking search to query brand queries.

Therefore, advertising campaigns can indirectly affect the position of resources in the organic part of the SERP. To this end, both advertising settings and content usefulness are important. The integrated method is the most effective.

SEO Transformation

Only 5 to 7 years ago, it was difficult to imagine the symbiosis of search engine promotion and paid advertising. Clients who demanded quick results went straight to the guidance, while others mastered SEO and waited for the site to reach the top of Yandex and Google. Only companies with large budgets can afford these two channels to attract traffic, and usually, they only focus on one thing.

However, SEO has not stagnated. During this time, SEO has undergone tremendous changes. Behavioral factors have begun to occupy a key position in promotions, and marketers have increasingly used SEO + Context bundles to establish advertising strategies (large brands also Added SMM and RTB).

The First Option Is Search Engine Optimization

It is important to remember that the ranking of young sites is much worse than the sites of older competitors, and it takes the first time to get the best results-sometimes as long as a year (depending on the subject). But even if this result is obtained, resources can only rely on low-frequency access requests.

To this end, the website must be optimized internally by “basic”: correctly form tags and titles on the pages, place unique, interesting and useful content, and eliminate all possible technical problems: duplicate pages, wrong server settings, etc.

After all the work is done, just wait for the index of the changes made and the response from the search engine, as mentioned above, this may take a long time.

But what should I do when I need to be present at this moment? We recommend that you associate paid advertising with SEO.

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The Second Option Is Paid Advertising + Search Engine Optimization

Compared with SEO alone, the combination of optimization and paid advertising is many times more effective, and it can reduce the time spent by the site in the “sandbox”.

Yes, using Yandex. Direct or Google AdWords means advertising costs and sometimes includes additional costs for preparing and running ad campaigns. However, with this money, advertisers not only get clicks “now and now,” but because of the increasing position in natural search results, behavioral factors and social signals have also been improved.

In paid advertising, clearly identifying the target audience and selecting relevant keywords is 50% successful (the other 50% is your USP, effective advertising, and an uninterrupted website). We recommend that you do not conduct high-frequency and mid-frequency queries that are highly competitive and get the highest chances. Instead, you should focus on the maximum possible number of low-frequency users on the topic to increase traffic. This will help you spend your advertising budget more reasonably and create a set of keywords that may be useful to you when optimizing your website in the future.

Setting up an advertising campaign is closely related to the definition of the target audience: time, display area, etc. It is recommended to limit the display time to the company’s hours. You must select the area for which you want to provide services. 

Therefore, only those users whose IP address corresponds to the selected region or have selected this geographic location in the search engine settings can see your ad.

After getting enough organic traffic (that is, when the number is close to 50% of all website visits), you can gradually reduce the context budget and replace advertising traffic with natural traffic, thereby reducing the financial cost of advertising in the context.

Deeper Growth

The Growth In The Number Of Unplanned Visits Indicates The Following:

  • Actually, SEM operates the Natural traffic of brand keywords, but this is not surely an unsatisfactory thing.
  • Organic traffic will increase, but the conversion rate will actually not change much.
  • A certain degree of increment from SEM and SEO cannot be replicated by organic matter alone, which helps to confirm the theory of 1 + 1 = 3.

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