Time and again, arguments have been made for and against paid advertising, especially if a business is already working on their SEO. Some businesses may choose to focus on SEO, as they believe that they can reach out to a wider audience without spending a penny.
Despite this, however, utilising ads is something that you shouldn’t dismiss immediately. In fact, ads can work with SEO to further increase your website’s rankings on the search results page.
Same Benefits as SEO
There’s no doubt that organic SEO is a powerful tool in getting clicks. On the other hand, according to WordStream, paid ads that have commercial intent generate almost twice as many clicks as those from organic SEO.
Furthermore, websites utilising both paid advertisements and organic SEO tend to perform better on search rankings. In fact, a 2012 Google study found that these websites have a higher chance of appearing first on the search engine results page. Though SEO alone can offer you these benefits, coupling it with paid advertisements makes it more effective.
Placing Ads in a Search Engine-Friendly Way
Before the Panda update, websites filled with over-aggresive ads dominated the SERPs. Once Panda struck, however, these sites were penalised later on, and marketers realised that ads are more effective when they do not push content below the fold. Today, aggressive ads tend to affect a website’s bounce rate, page views, and other user engagement metrics.
With all these in mind, it’s best to seek help from a company offering both SEO and paid ads services. Working together, both can bring much success to your business, not only in terms of rankings.
An SEO Guide to Adsense, Ads and Placement, Moz
How Does Paid Advertising Affect SEO?, Chron