Does SEO impact PPC?
The question is often posed, does SEO impact PPC?
As part of determining the quality score for a keyword, the PPC platform spiders the landing page and determines the relevancy of the content, among other factors. A landing page with correct on-page SEO optimization will tend to pull a better PPC quality score.
So the answer is yes, SEO work does tend to positively impact PPC search campaign performance. But it’s an indirect effect.
Does PPC impact SEO?
More frequently you hear the argument that running PPC – paying the company that owns the search engine for clicks – will improve SEO performance. We have seen no evidence to indicate that this is happening.
However, things that should be done to improve SEO rankings, can also help PPC quality scores. So there is an indirect connection.
Common Attributes Of Good Landing Pages
PPC platforms, like their counterparts the organic search engines, utilize spiders to crawl differently. But the on-page ranking factors and PPC user experience (UX) assessment score similar attributes positively.
PPC factors assess landing pages using multiple attributes as part of assigning a quality score definition. The following list seems a bit daunting, but actually, it is possible for a PPC platform to assess these attributes rather quickly by utilizing their spider and analytics data:
- Does the landing page have the keyword?
- What’s the keyword density?
- Where do the off-site links go and is the content on them relevant?
- What is the alt tag on images and are they relevant?
- What is the content internally linked to and are they relevant pages?
- If we follow the internal links, what do they lead to, and is it relevant?
- What is the user experience likely to be on this page?
- Are the engagement metrics strong?
- Does the page convert?
All of these common factors impact how both search engines and PPC platforms assess a web page.
Conspiracy Theories About SEO And PPC
There are many who enjoy winding together a conspiracy theory while attributing the commercial profit motive as the villain behind the scenes. This doesn’t hold up well here, as it would be complex and self-defeating to build these sort of mechanisms into search engine algorithms, which are constantly updated, while relying upon thousands of engineers and computer scientists to maintain. The cat would be out of the bag in no time.
The bottom line on SEO impacting PPC, and PPC impacting SEO
So it’s no surprise that PPC and SEO appear to be synergistic, although it’s a indirect versus a direct cause-and-effect relationship.