Is PPC advertising actually BAD for organic rankings?

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June 3, 2024

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Is PPC advertising actually BAD for organic rankings?

Is PPC Advertising Actually BAD for Organic Rankings?

I know, I know – PPC advertising is supposed to be a surefire way to boost your online visibility and drive more traffic to your website, right? Well, my friend, it turns out that the relationship between PPC and organic rankings is a bit more complicated than that. In fact, I’ve been wondering if PPC advertising might actually be hurting my organic rankings. And judging from the discussions I’ve seen on Reddit and other forums, I’m not alone in this conundrum.

Let me take you on a little journey through the world of PPC and organic rankings. Buckle up, because it’s about to get interesting!

The Double-Edged Sword of PPC

As an SEO agency in Manchester, UK, I’m no stranger to the power of PPC advertising. I’ve seen it work wonders for some of my clients, driving a surge in traffic and conversions. But the more I dig into it, the more I start to wonder if there might be a dark side to this seemingly magical tool.

You see, the way I see it, PPC and organic rankings are kind of like a pair of sibling rivals. They’re both vying for attention, and it can sometimes feel like they’re at odds with each other. As one Redditor put it, “I have a few keywords that rank high on the first page, but whenever I launch Google campaigns for said keywords, organic CTR decreased for said keywords.”

Ouch. That’s not exactly what you want to hear, is it? Apparently, the increased visibility and traffic from PPC can sometimes come at the expense of your hard-earned organic rankings. And when your organic CTR (click-through rate) goes down, that can lead to a decline in your overall organic rankings. It’s like that old saying – a rising tide may lift all boats, but sometimes it can also sink a few.

The Organic Ranking Enigma

Now, I know what you’re thinking – “But wait a minute, how can PPC be hurting my organic rankings? Aren’t they supposed to be separate and distinct?” Well, my friends, that’s where things get a little murky.

You see, while Google and the other search engines may try to keep the two worlds separate, the reality is that there’s a lot of overlap and interplay between PPC and organic rankings. As one Redditor pointed out, “I’ve seen discussions on various Youtube subs that running paid ads for a Youtube video can hurt the organic rankings.”

It’s not entirely clear why this happens, but there are a few theories floating around. Some experts believe that the increased visibility and click-through rate from PPC ads can actually distort the search engine’s perception of the content’s relevance and quality. In other words, if people are clicking on the ad rather than the organic listing, the search engine might start to think, “Hmm, maybe this content isn’t as valuable as we thought.”

Others have suggested that the increased competition and noise from PPC ads can make it harder for your organic listings to stand out and grab the attention of potential customers. As one Amazon seller put it, “If I archive this keyword, will it affect indexing of Amazon for this keyword? If I pause this keyword, will it affect indexing of Amazon for this keyword?”

The Balancing Act

So, what’s an SEO agency like MCR SEO to do? It’s a tricky balance, that’s for sure. On one hand, we want to leverage the power of PPC to drive more traffic and conversions. But on the other hand, we don’t want to jeopardize our hard-earned organic rankings in the process.

As one Amazon seller put it, “It’s still very early days, I think it’s part and parcel of launching a new product that you aren’t going to start making much of a profit on it until it has achieved a decent ranking and you can disable PPC.”

In other words, we may need to be a little more strategic and selective with our PPC campaigns, especially when it comes to targeting keywords that we’re already ranking well for organically. As one Redditor pointed out, “I believe we will see a drop in enquiries as a lot of people will click the first thing they see and more often than not that is an ad.”

It’s a delicate balancing act, for sure. But with the right approach and a little bit of experimentation, I’m confident that we can find a way to harness the power of PPC without sacrificing our hard-earned organic rankings. After all, a rising tide may lift all boats, but we’ve got to be careful not to rock the boat too much in the process.

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