I was recently asked the question, “What is the connection between SEO and PPC?”. The client asking was a little confused because SEO is supposed to be about getting organic rankings and PPC is supposed to be part of SEM (Search Engine Marketing) and so paid rankings. I had mentioned that we could use PPC to improve his organic rankings and it left him puzzled. So how does it work?
From time to time I find myself saying to a client “spend less on my SEO services and more on Pay Per Click. My fees to manage your PPC are less and it will improve your SEO”. That’s a bit of a strange one for many to get their heads around but I’ll be laying out how it works in this post.
So often when I mention Google Adwords, or any PPC concept come to that, I hear a sort of distressed gurgle. Luckily I’ve learnt to translate that! It means one of two things: “I’ve tried it and lost a lot of money” or, “What has that got to do with SEO?”
For years Google had a method for serving up advertisements on websites that used Adsense (that old favourite where you add a block of code and advertisements magically appeared). Their method was to look at the content of the page, decide what the page was about, see who was bidding to advertise on a page about that topic and then serve up the highest bidders.