The short answer is yes. While advertising on Google Ads does not directly impact your organic listings, it does impact them indirectly. Let me explain…
Google Ads is the Best Keyword Tool
When performing keyword research for phrases to target for SEO, we tend to favor keyword phrases with a lot of searches and minimal competition. Even in the best case scenario, it could take more than six months to rank well for these keyword phrases if at all. The point is that there is a lot of time and effort devoted to ranking organically on the search engines for your keyword phrases. When you do rank well for these keyword phrases, what if you find out that those phrases do not generate any leads or sales? Although exposure is always a good thing, with the time and effort spent on SEO, you really need sales and leads. What if there was a way to rank on the first page of Google for these keyword phrases in 24 hours to test if they are worth the SEO effort? Well there is, it’s called Google AdWords.
Broad match modifiers are a great way to uncover keyword phrases to target for SEO. Broad match modifiers allows the keywords to be in any order as long as they’re present in the search query. For example, if you sell dog leashes, you can create a broad match modifier of dog and leashes. What happens is that your ad will come up for any search query that contains the words dog and leashes. This is an AdWords benefit for SEO as you can look at your search query report to find the variations that are converting into a sale and use those keyword phrases in your SEO campaign.
SEO Benefits from Google Ads Exposure
Any traffic that is delivered to your website is beneficial for SEO. AdWords can generate lots of traffic for many different keyword phrases. An extremely important ranking factor for organic listing on Google is link popularity. If your Google Ads campaign were to attract a visitor with a popular website or blog and they find your website a valuable source for them, they might blog about you or place a link on their website to you.
You may want to consider creating a Google Ads campaign that attracts people looking for information on a particular subject. For example if you are selling dog leashes, perhaps you should have a page on your website explaining the different types of dog leashes there are and which ones are best for your breed of animal. This is information that may be linked to and shared on social media.
Compliment your SEO Presence with AdWords
Real estate on Google’s search result pages are of really high value. The more listings you have on page one for your keyword phrases, the more clicks you will acquire. Although this method will not help your SEO, it will however increase your traffic for your most important keyword phrases. If you have one organic listing on Google’s first page for “buy a dog leash”, why not compliment that organic listing with a Google Ads ad? If you bid on the exact phrase “buy a dog leash”, you will now have two ads on the first page of Google for that keyword phrase.
Brand Awareness and Trust
Over time with a properly configured AdWords campaign, your brands awareness and trust will increase. This leads to more awareness and searches for your brand. This will have a direct effect on your organic clicks. Brand popularity and trust are within Google’s search algorithm and will influence all of your organic rankings positively.
Google Ads Landing Pages for SEO Benefits
Since you are paying per click in Google Ads, you know exactly how much each visitor costs you. Naturally you want your visitors to have the best experience possible when they get to your website. This is why you create and test Google Ads landing pages. When you hit upon the best combination of usability and conversions with a specific landing page, why not incorporate that page into your websites navigation?