The rules have changed and suddenly, not everything is organic or natural when it comes to search engine page ranking.
There are rumors floating that Google is punishing websites that do not subscribe to Adwords or any type of Google ads which are paid advertising tools from this number one search engine.
Of course, the rumors were disputed as not true as Google’s integrity is at stake if this is the case. However, those who are serious with their business and its ability to rank high in this search engine, Adwords is a great concern and are thinking if this will affect their organic search engine optimization activities.
Apparently, this grave concern is not serious at all as both Adwords and organic search have its own merits and demerits and experts have contributed to this on-going discussion on how Adwords impact organic search.
For example, Mark Ginsberg, founder and CEO of Drive Hill Media said that Adwords like running Pay-per-Click (PPC) enhances search and display leads to direct traffic to your site and has greater chances of conversion.
In addition, it helps create impression to Google that you have a brand; thus, there are continuous benefits when you pay for Adwords or PPC specifically.
On the other hand, Francesco Meza of Planet Marketing said that Adwords has no significant effect on ranking. One can use Adwords to find keywords that are effective for search engine optimization. But head researcher for Google found out in his study that doing away with paid ads resulted to 89 percent drop in clicks.
It appears that paid ads will likely to appear 81 percent of the time even if there is no organic search involved. On the other hand, only 9 percent of the time did a search ad show in an organic result in the top tier rank.
Going back to the issue of preferential treatment by Google vis-a-vis natural search and paid advertisement, apparently, there are no issues involved. In an article posted by PMDigital, they enumerated several studies showing how Adwords impact organic search and vice versa. For example, per Google study, there is a drop in clicks when either paid ads or organic search is disregarded.
This was confirmed by a New York University study which discovered that when Adwords and high ranking keyword are placed and both implemented, conversion rate in both methods rise. The list also highlight a 2007 study which showed brand recall is higher if company will use paid ads and high ranking organic keywords are used at the same time.
There is that chance that Adwords can impact organic ranking but not in the way that marketers thought about.
Apparently, there is a symbiotic relationship existing for both and it appears that one cannot do without the other. This is the reason why Google has separate metrics for Adwords and organic search. With that, it is still not time to do away with organic search and ignore Adwords. It is time to use both as a tool to check if your online marketing efforts are effective.
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