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SEO vs Paid ads
Digital Marketing
Search Engine Optimization
Branding Agency
SEO
SEO
ARTICLE #67
Does paid advertising influence organic SEO results?
SEO vs Paid ads
Digital Marketing
Search Engine Optimization
Branding Agency
SEO
SEO vs Paid ads
Digital Marketing
Search Engine Optimization
SEO
Branding Agency
SEO
Written by:
4 min read
Updated on: July 26, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Higher site traffic and a growing conversion rate are on every serious business’s wish list. Many brands opt to combine search engine optimisation (SEO) and paid ads to achieve that goal. There’s a rumour floating around, though: people claim paid ads magically boost organic SEO results. Let’s address that right away.
Some folks imagine throwing money at Google Ads can skyrocket search rankings. The short answer? It does not work that way. Paying Google doesn’t buy you a one-way ticket to organic SEO paradise. That’s been confirmed by Google itself. While ads do put you at the top of the page (temporarily), those positions are strictly paid placements, not an organic boost.
Still, paid advertising can complement your SEO in unexpected ways. Let’s look deeper and see how these two elements interact without falling for the myth that money alone secures long-term SEO growth.
Higher site traffic and a growing conversion rate are on every serious business’s wish list. Many brands opt to combine search engine optimisation (SEO) and paid ads to achieve that goal. There’s a rumour floating around, though: people claim paid ads magically boost organic SEO results. Let’s address that right away.
Some folks imagine throwing money at Google Ads can skyrocket search rankings. The short answer? It does not work that way. Paying Google doesn’t buy you a one-way ticket to organic SEO paradise. That’s been confirmed by Google itself. While ads do put you at the top of the page (temporarily), those positions are strictly paid placements, not an organic boost.
Still, paid advertising can complement your SEO in unexpected ways. Let’s look deeper and see how these two elements interact without falling for the myth that money alone secures long-term SEO growth.
Does paid advertising affect organic SEO results?
Does paid advertising affect organic SEO results?
Google has plainly stated that paid ads do not directly influence organic rankings. The search engine’s algorithms are built to reward relevance, quality content, and strong user engagement—not who’s willing to spend the most on pay-per-click (PPC) campaigns.
When businesses rely on PPC to solve their SEO troubles, they’re missing the point. Google is huge on user trust. If a company could buy its way to a higher organic spot, search results would lose credibility. That’s precisely why Google steers clear of letting PPC budgets shape organic rankings.
On the flip side, there’s a small but significant indirect impact. Ads can drive immediate traffic to your site and expose your brand to more potential customers. If those visitors appreciate your content, you could see an uptick in brand searches, backlinks, and social sharing. Over time, that helps build authority in your niche, which may improve your SEO signals.
It’s not the ad itself that boosts your organic placement. Instead, it’s the by-product of more people noticing your brand and possibly linking to your pages. Paid campaigns might spark that extra attention, but it won’t replace a solid SEO strategy.
Google has plainly stated that paid ads do not directly influence organic rankings. The search engine’s algorithms are built to reward relevance, quality content, and strong user engagement—not who’s willing to spend the most on pay-per-click (PPC) campaigns.
When businesses rely on PPC to solve their SEO troubles, they’re missing the point. Google is huge on user trust. If a company could buy its way to a higher organic spot, search results would lose credibility. That’s precisely why Google steers clear of letting PPC budgets shape organic rankings.
On the flip side, there’s a small but significant indirect impact. Ads can drive immediate traffic to your site and expose your brand to more potential customers. If those visitors appreciate your content, you could see an uptick in brand searches, backlinks, and social sharing. Over time, that helps build authority in your niche, which may improve your SEO signals.
It’s not the ad itself that boosts your organic placement. Instead, it’s the by-product of more people noticing your brand and possibly linking to your pages. Paid campaigns might spark that extra attention, but it won’t replace a solid SEO strategy.
SEO vs paid advertising
SEO tends to be the slow-and-steady approach: not the flashiest in the lineup, but the one that keeps going long after others have fizzled. It hinges on targeted SEO strategies, sharpening content, streamlining site structure, and improving user experience. Progress isn’t instant, yet Google appreciates consistent, credible efforts and as more people find genuine value in your pages, your search rankings become stronger.
Paid ads, on the other hand, offer an immediate spotlight. They target users ready to pounce on what you provide, potentially delivering quick conversions if your ads and landing pages are up to snuff. The drawback? Once you hit pause, that spotlight vanishes. That’s why SEO is often seen as a reliable ally: a bit slower at first, but solid when you’re in it for the long haul.
SEO tends to be the slow-and-steady approach: not the flashiest in the lineup, but the one that keeps going long after others have fizzled. It hinges on targeted SEO strategies, sharpening content, streamlining site structure, and improving user experience. Progress isn’t instant, yet Google appreciates consistent, credible efforts and as more people find genuine value in your pages, your search rankings become stronger.
Paid ads, on the other hand, offer an immediate spotlight. They target users ready to pounce on what you provide, potentially delivering quick conversions if your ads and landing pages are up to snuff. The drawback? Once you hit pause, that spotlight vanishes. That’s why SEO is often seen as a reliable ally: a bit slower at first, but solid when you’re in it for the long haul.
Why is paid advertising not a solution for SEO?
Many advertisers assume that investing heavily in ads might nudge their organic rankings higher. In reality, it creates confusion for Google’s system and your audience. If paid campaigns had the power to decide who lands at the top organically, search results would lose their credibility. Google has been clear that ads are strictly a way to secure visibility for specific keywords, and the moment you stop funding them, that visibility goes away.
Trust and authority can’t be purchased through paid placements. True organic success grows over time, supported by quality content, relevant links, and positive user engagement. It’s crucial to realise that Google policies revolve around fairness, so allowing ad budgets to shape organic results would invite serious backlash.
If you’re serious about climbing the search rankings, your best move is a steady focus on producing valuable pages that users love and building genuine connections across the web. It pays off.
Many advertisers assume that investing heavily in ads might nudge their organic rankings higher. In reality, it creates confusion for Google’s system and your audience. If paid campaigns had the power to decide who lands at the top organically, search results would lose their credibility. Google has been clear that ads are strictly a way to secure visibility for specific keywords, and the moment you stop funding them, that visibility goes away.
Trust and authority can’t be purchased through paid placements. True organic success grows over time, supported by quality content, relevant links, and positive user engagement. It’s crucial to realise that Google policies revolve around fairness, so allowing ad budgets to shape organic results would invite serious backlash.
If you’re serious about climbing the search rankings, your best move is a steady focus on producing valuable pages that users love and building genuine connections across the web. It pays off.
How to improve SEO with paid advertising?
The real question is: can paid advertising offer any indirect lift for your SEO efforts? The short answer: yes, in a roundabout way. You can use paid ads to gather helpful data, draw targeted traffic, and refine your content strategy, all of which can strengthen your overall SEO in the long run. Here are a few steps to consider:
1. Observe and get insights from CTR
Pay attention to click-through rates (CTR) in your ad campaigns. This data reveals what catches people’s attention and identifies which ads provide the best returns. You can analyse this on your own or enlist a local digital marketing service. Remember that well-performing ads can lower your cost per click. And yes, Google rewards advertisers who deliver relevant information to users.
High CTR often indicates that your message resonates with searchers. Use these insights to refine your headlines or calls to action and consider testing variations to pinpoint what performs best.
2. Make content more keyword-friendly
Incorporate high-impact keywords from your ad campaigns into your site content. That includes popular long-tail phrases. A well-chosen keyword set helps attract relevant traffic and boosts your chances of ranking organically. If your company is a startup, combining strategic paid ads and carefully chosen keywords can speed up early growth.
Consider mapping each keyword to a specific page for clarity, ensuring visitors find what they came for. Over time, track metrics like bounce rate and average session duration to measure engagement. If you see positive results, expand those keyword clusters.
3. Don’t use irrelevant keywords
While you’re pinpointing what works, you’ll also notice which keywords fall flat. Keep them out of your campaigns to avoid burning the budget. Because Google’s policies and best practices evolve, it’s smart to consult a professional if your ad data seems difficult to decode.
Review your analytics to spot underperforming keywords and negative search terms that might waste money. You can set up negative keyword lists to prevent ads from triggering when irrelevant queries pop up. Refining your keyword pool further improves audience targeting and helps sharpen your content focus.
4. Make an engaging ad copy
The online market is crowded, so aim for ad copy that grabs attention without resorting to gimmicks. Showcase a real benefit or solution. Also, keep your website content in sync with your ads. Aligning landing pages with user expectations helps you gain trust and can lead to more conversions.
Experiment with headlines that reflect what makes your offer unique and avoid overused buzzwords that promise much. If a particular phrase sparks more clicks, adapt your broader messaging to mirror that tone. Honesty wins buyers who value authenticity and shared values.
5. Pay attention to regional outcomes
It’s useful to see which areas generate more clicks for your PPC ads. That information hints at the phrases people search for in specific locations, plus terms that may be fading in popularity. Use those insights to refine your keyword strategy for local SEO.
You could uncover surprising trends, such as a surge in interest from smaller cities or unexpected shifts in consumer needs. Adjusting your content to resonate with these areas might boost your credibility. Meanwhile, phasing out terms that no longer connect helps you stay relevant over time.
The real question is: can paid advertising offer any indirect lift for your SEO efforts? The short answer: yes, in a roundabout way. You can use paid ads to gather helpful data, draw targeted traffic, and refine your content strategy, all of which can strengthen your overall SEO in the long run. Here are a few steps to consider:
1. Observe and get insights from CTR
Pay attention to click-through rates (CTR) in your ad campaigns. This data reveals what catches people’s attention and identifies which ads provide the best returns. You can analyse this on your own or enlist a local digital marketing service. Remember that well-performing ads can lower your cost per click. And yes, Google rewards advertisers who deliver relevant information to users.
High CTR often indicates that your message resonates with searchers. Use these insights to refine your headlines or calls to action and consider testing variations to pinpoint what performs best.
2. Make content more keyword-friendly
Incorporate high-impact keywords from your ad campaigns into your site content. That includes popular long-tail phrases. A well-chosen keyword set helps attract relevant traffic and boosts your chances of ranking organically. If your company is a startup, combining strategic paid ads and carefully chosen keywords can speed up early growth.
Consider mapping each keyword to a specific page for clarity, ensuring visitors find what they came for. Over time, track metrics like bounce rate and average session duration to measure engagement. If you see positive results, expand those keyword clusters.
3. Don’t use irrelevant keywords
While you’re pinpointing what works, you’ll also notice which keywords fall flat. Keep them out of your campaigns to avoid burning the budget. Because Google’s policies and best practices evolve, it’s smart to consult a professional if your ad data seems difficult to decode.
Review your analytics to spot underperforming keywords and negative search terms that might waste money. You can set up negative keyword lists to prevent ads from triggering when irrelevant queries pop up. Refining your keyword pool further improves audience targeting and helps sharpen your content focus.
4. Make an engaging ad copy
The online market is crowded, so aim for ad copy that grabs attention without resorting to gimmicks. Showcase a real benefit or solution. Also, keep your website content in sync with your ads. Aligning landing pages with user expectations helps you gain trust and can lead to more conversions.
Experiment with headlines that reflect what makes your offer unique and avoid overused buzzwords that promise much. If a particular phrase sparks more clicks, adapt your broader messaging to mirror that tone. Honesty wins buyers who value authenticity and shared values.
5. Pay attention to regional outcomes
It’s useful to see which areas generate more clicks for your PPC ads. That information hints at the phrases people search for in specific locations, plus terms that may be fading in popularity. Use those insights to refine your keyword strategy for local SEO.
You could uncover surprising trends, such as a surge in interest from smaller cities or unexpected shifts in consumer needs. Adjusting your content to resonate with these areas might boost your credibility. Meanwhile, phasing out terms that no longer connect helps you stay relevant over time.
Frequently Asked Questions
What is SEO in advertising?
Search engine optimisation (SEO) is all about enhancing your website’s content, technical setup, and link authority so users can find you easily. It also helps to customise your content for real user search intentions.
What is the best form of paid advertising?
Many marketers point to Google Ads as a top-performing platform for return on investment. It’s structured as pay-per-click (PPC), which means you only pay when someone actually clicks your ad.
When to use paid ads?
If you run a small startup and want fast visibility, paid ads can put you at the top of search results right away. As you establish your brand, that immediate exposure can be a springboard to broader recognition especially if you back it up with strong, steady SEO efforts.
Final words
While paid advertising isn’t a quick fix for SEO struggles, it can still play a supportive role. PPC campaigns won’t single-handedly boost your organic rank, but they can introduce more people to your site, prompt visits and shares, and possibly generate backlinks. Combined with well-structured SEO, you can strengthen brand visibility and win new customers over time.
Combined, these approaches can give you immediate leads without sacrificing long-term credibility. It’s an espresso shot meets a steady supply of caffeine, one powers you up fast, the other keeps you going all day. If time and budget permit, run both. That synergy helps you cut through the noise, show up stronger in search results, and nurture trust. In the end, it means more conversions and a healthier brand presence overall for long-term growth.
Frequently Asked Questions
What is SEO in advertising?
Search engine optimisation (SEO) is all about enhancing your website’s content, technical setup, and link authority so users can find you easily. It also helps to customise your content for real user search intentions.
What is the best form of paid advertising?
Many marketers point to Google Ads as a top-performing platform for return on investment. It’s structured as pay-per-click (PPC), which means you only pay when someone actually clicks your ad.
When to use paid ads?
If you run a small startup and want fast visibility, paid ads can put you at the top of search results right away. As you establish your brand, that immediate exposure can be a springboard to broader recognition especially if you back it up with strong, steady SEO efforts.
Final words
While paid advertising isn’t a quick fix for SEO struggles, it can still play a supportive role. PPC campaigns won’t single-handedly boost your organic rank, but they can introduce more people to your site, prompt visits and shares, and possibly generate backlinks. Combined with well-structured SEO, you can strengthen brand visibility and win new customers over time.
Combined, these approaches can give you immediate leads without sacrificing long-term credibility. It’s an espresso shot meets a steady supply of caffeine, one powers you up fast, the other keeps you going all day. If time and budget permit, run both. That synergy helps you cut through the noise, show up stronger in search results, and nurture trust. In the end, it means more conversions and a healthier brand presence overall for long-term growth.
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Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®