Are Google ads (Google AdWords) useful for SEO?
The impact of Google AdWords on site SEO
Do Google ads or Google Ads help the site’s SEO? Is it possible to rank higher in organic results by paying Google?
A question that has been heard a lot recently with the wave of Google ads or Google AdWords is this: If I use paid Google ads, will it affect SEO and organic results of my site?
The answer is “no”. Using Google ads, even if it has a very high traffic for you during the campaign, does not directly affect the ranking and SEO of your site. Because Google’s policy regarding the ranking of sites is that the more powerful the quality of websites and the content of a site, the better results they get.
In any case, although Google advertising campaigns and SEO in the Google search engine are two separate categories and do not have a direct effect on each other, their general principles and processes can be used to improve both indirectly. How?
Keyword research
You will learn a lot from the ad campaign and you will get a complete knowledge of keywords. Because Google ads are displayed on the first page, you can easily understand which keywords have higher click-through rates and how they attract users to click on them. Which keywords have a better result in a shorter period of time and which keywords have a higher impression rate during the campaign. This information will help you to use and benefit from these keywords in SEO campaigns and prioritize keywords that have obtained better results.
Second, Google gives each of your keywords a quality score. Many factors have an effect on this Google quality score, but one of the things that is very important in SEO is the connection of keywords with the landing page. In this way, you will understand the general criteria of Google and you will be able to implement these things in SEO as well.
Generally, Google ads are formed with a large number of advertising keywords. In many cases, you will find keywords that you use less often, but show good performance. Maybe using keyword research tools will help you to measure the effectiveness of each one, but sometimes there are general changes in these keywords that you may not be aware of. For example, a car battery store can easily find out whether the word “battery” or “battery” is searched for more by analyzing this data. Which one had a higher click-through rate? In which places are these two words used more? and such cases.
Metadata
Similar to keyword research, increasing the ranking of keywords is another benefit of advertising campaigns. In fact, after the headlines, the second thing that catches the audience’s eye and reads it is the meta description. If the meta description is convincing enough, the audience will click on it and your CTR rate will increase.
CTR is one of the influential factors in Google algorithms. When running Google advertising campaigns, you will easily understand the CTR improvement mechanism and you can use it in your SEO. For example, if a keyword has a high impression rate, but its click rate is low, one of the factors is a weak meta description.
In the discussion of meta data, copywriting is also mentioned. How and with what tone you write the titles and meta descriptions to make an impact on the user. A good headline can even encourage the user to buy. So you can measure the quality of your text and short content in this way.
Traffic estimation
Google Ads data is more accurate than any other Google tool and is completely instantaneous. This data can help you measure the quality and proper performance of your site. For example, if you have a keyword ranking 1, you can get a fairly reliable estimate of its traffic rate through the Impression rate. This is possible through traffic analysis of campaigns and specific keywords.
You can also check the impact of different SERPs. If you get different ranks for a keyword every time, it means that your traffic is changing and you can analyze this in Google click campaigns. In addition, if your site is facing a server problem or incompatibility with some IDs, it will affect your traffic. You can easily find out about these technical problems of the site through traffic estimation.
Time and geographic data
When you advertise in Google Ads, you generally have a special tab for data analysis and advertising data, where you can check the performance of your site at different times of the day and also in different places. This data is very important for local SEO. For example, if a restaurant in Shiraz considers the keyword “the best restaurant in Shiraz” as an advertising keyword, most of the clicks should be from Shiraz, and most of them will be searched and clicked during dinner and lunch times. With this data, you can more easily optimize the time and place of your SEO. This not only has an impact on SEO but also on your efficiency and versatility.
The next example is that, for example, your products are more in a particular city than in other places. So you can optimize the content you produce as well as other SEO parts of your website for this area so that you can more easily attract the users of this city.
An ad campaign can display data about the devices by which your ad keywords were searched and clicked. But what does that do you?
You consider hundreds of advertising keywords and many people click on them. What proportion of those are mobile users and how many desktop users and other devices can directly affect your analysis. That is, if during advertising 55% of your clicks are allocated to mobile phones, but the same keyword has a lower percentage in non-advertising mode and normal display on Google pages, it can give you interesting ideas about this. Is there a bug in the meta data? Is your website not attractive for mobile users? And hundreds of other questions that you can answer to improve the performance of your website.
Conclusion
Google advertising campaigns may not have an impact on your site’s organic traffic and SEO, but indirectly you can learn a lot from it and use it in SEO campaigns. If you use these data and information in an engineered and principled way, you can also improve your site’s SEO.
