Another position in this argument is that PPC has no effect at all on SEO. It’s a tough concept to
swallow, because one would naturally believe that any organization paying for a specific rank in
search returns would automatically push organic keyword returns into a lower slot (which supports
the first theory). Those who follow this theory believe that there is no need to invest in PPC,
because you can achieve the same results with organic keywords, though it takes much longer for
those results to become apparent.
The most widely held belief, however, is that a combination of PPC and organic keywords is the best
approach. This theory would seem to have a lot of validity. According to some researchers, PPC programs
tend to be much more effective if an organization also has organic keywords that rank in the
same area as the PPC ranks. For example, if you’ve bid on a keyword that’s consistently placed number
two or three in search engine returns, and you have organic keywords that fall in the next few
slots, you’re likely to find better conversion numbers than either organic keywords or PPC programs
can bring on their own.
It’s important to note here that all search engines make a distinction between PPC and organic SEO.
PPC doesn’t help your organic rankings. Only those activities like tagging your web site properly,
using keyword placement properly, and including great content on your site will help you on the
organic side. PPC is a search marketing strategy.
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