Building Search Rank with PPC..uh. What?
It’s not uncommon to run into people in the fledgling stage of learning search engine optimization.
Learning is good, but unfortunately when you get started you have to go through that phase where you know just enough to be dangerous. During this period is when I see the same questions come across from clients. One that regularly pops up is a concern about PPC and how it contributes to search rank.
It doesn’t, and there in is the problem. I often wonder how many business owners learn just enough to hit that dangerous point, discover that “PPC helps search rank” and then run off to blow their marketing budget on paid advertising.. .and wonder why their position never improves in Google.
PPC most certainly does not directly contribute to your rank within the organic search results. If you’ve been doing this, then stop immediately and start using that money toward a professional link building service.
The Benefits of PPC
I don’t want to completely lead you away from paid search marketing. There are benefits to using it when it’s done properly and you have a strategy in place. When you work with link building services it’s important to balance your marketing in a variety of ways. Here are some of the real benefits of PPC
Indirect Search Improvement - PPC can indirectly influence your position in the SERPs. I know that sounds like a contradiction to what I said but here’s a short explanation. With an ad popping for a relevant search term, visitors may hit your website through that ad. If they really like your content you may get a link or some other social signal (facebook like, retweet, a +1, etc.) that can have a little influence on how Google sees you and your content. The more your content is shared, the greater your chances of sliding up the ranks.
Driving Traffic – With paid search, you can manipulate and funnel your traffic in any direction you like onto your site. While every page of your site is a potentially landing page for organic traffic, you can force traffic in any given direction with your PPC campaign. If you have a special offer, you can make sure that’s what your visitors see first.
Faster Results - If you don’t have a strong organic presence and you’re working with link building services, they’ve likely told you it could take a little time to get yourself to the top of the SERPs. In the meantime, you can run some PPC campaigns alongside those link building services to drive traffic right now. No waiting for customers.
Targeted Traffic - Link building services will certainly get you positioned for the targeted search terms you want but PPC gives you a little more control of who sees you in the ads. PPC campaigns allow you to tweak the time your ad displays, the region, the operating platform, etc. If you know your target audience is surfing in the north east United States between 4 and 6 pm then you can focus your efforts there and stretch your PPC budget.
Don’t be afraid to try PPC and other strategies in addition to the link building services you employ, you just need to take some time to educate yourself about how these things can help you grow your business. Educate yourself, build a strategy, and then execute.
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