Does PPC Impacts Organic Search Conversion Rates?

PPC and Organic Search are two completely different segment of traffic. The traffic which are being bought either CPC, CPA, CPM  etc. are classified in terms of PPC while those traffic which are being pouring as a result of search engine optimization or being referred via search engine are classified under organic search.

SEM professionals are always placed under a radar to a very generic question like -

  • Does PPC takes away conversion from Organic Search?
  • The answer to this question is:
    No, PPC does not take away conversion from Organic Search. It helps drive additional traffic to the website in the form of organic search. With the help of PPC and a significant improvement on the landing page via web-optimizer tool; an improvement could be made to the overall website.

    The improvement in the website and optimizing the page for the keywords is only the first step. Next step would be the SEO efforts like keyword analysis, keyword density analysis, keyword proximity analysis, link building, Social network awareness, Press release, Article publication etc. Finally, PPC activity is a must to uplift the quality of traffic. Once enough traffic is seen coming and the SEO effects comes into play the organic traffic received by the page is increased.

    It is seen that the PPC traffic can help us optimize the keywords which are to be targeted for SEO purpose. Not all the keywords which generates tons of clicks always convert. Hence to decide the keywords which are difficult to rank and it is worth testing the goal of the website using PPC. Once the myth is proved with the help of PPC it can next be passed to SEO team to optimize the keyword for Organic search.
It is seen that there is 6% to 8% increment in traffic while the both organic and PPC are running simultaneously. This stat might vary based on the size of the website and total traffic the site is receiving. Moreover also note seasonality and category of website would influence the the traffic numbers.  

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