Comments on: Q and A: Can running a PPC Campaign affect my Organic Rankings? http://www.ask-kalena.com/q-and-a/can-running-a-ppc-campaign-affect-my-organic-rankings/ Your Daily Search Engine Advice Column Tue, 16 Mar 2010 20:21:07 -0700 http://wordpress.org/?v=2.8.4 hourly 1 By: Andy http://www.ask-kalena.com/q-and-a/can-running-a-ppc-campaign-affect-my-organic-rankings/comment-page-1/#comment-73897 Andy Wed, 17 Feb 2010 22:11:10 +0000 http://www.ask-kalena.com/?p=1391#comment-73897 Thanks Chris, Yes, using traditional SEO techniques on a PPC landing page may help to improve the Quality Score - which in turn could reduce the Cost per Click and/or improve the rankings of you PPC Ad. Ensuring that the landing page is relevant to the Keywords and wording of the PPC Ad is likely to have a bigger impact on Quality Score. Thanks Chris,

Yes, using traditional SEO techniques on a PPC landing page may help to improve the Quality Score – which in turn could reduce the Cost per Click and/or improve the rankings of you PPC Ad.

Ensuring that the landing page is relevant to the Keywords and wording of the PPC Ad is likely to have a bigger impact on Quality Score.

]]> By: Chris Faber http://www.ask-kalena.com/q-and-a/can-running-a-ppc-campaign-affect-my-organic-rankings/comment-page-1/#comment-73379 Chris Faber Wed, 17 Feb 2010 05:24:56 +0000 http://www.ask-kalena.com/?p=1391#comment-73379 I'm not convinced a PPC will have any effect on natural rankings - positive or negative. The apparent results from the Yahoo test could be from any number of reasons - seasonal demand changes, server issues, small sample size, economic forecasts, and probably many others. I am similarly convinced SEO will improve PPC results (at least in Google). Let me explain. Google ranks all bidders for a keyword by calculating the bid price by the page value. The top bidders (i.e. with the highest calculated number [bid x value]) will be successful. Any combination of higher bid or better page value will improve the chances of being in the top 10. The actual click price is the minimum price required when multiplied by the page value to still be ahead of the next highest bidder. Improving page value will provide more clicks for the same daily spend or the same number of clicks can be produced by a lower daily budget. So how does SEO come into this equation? The page value is based on the same factors that determine the site's position in organic results - basically relevance of keyword to page theme. Back in SEO 101 I learned to use keywords in title, heading tags, etc; to use keyword rich link text (internal and inbound); not to hide text in images or Flash; and to provide good internal navigation to show Google the theme of my pages. In short SEO techniques improve PPC page value. I’m not convinced a PPC will have any effect on natural rankings – positive or negative. The apparent results from the Yahoo test could be from any number of reasons – seasonal demand changes, server issues, small sample size, economic forecasts, and probably many others.

I am similarly convinced SEO will improve PPC results (at least in Google). Let me explain.

Google ranks all bidders for a keyword by calculating the bid price by the page value. The top bidders (i.e. with the highest calculated number [bid x value]) will be successful. Any combination of higher bid or better page value will improve the chances of being in the top 10. The actual click price is the minimum price required when multiplied by the page value to still be ahead of the next highest bidder.

Improving page value will provide more clicks for the same daily spend or the same number of clicks can be produced by a lower daily budget.

So how does SEO come into this equation? The page value is based on the same factors that determine the site’s position in organic results – basically relevance of keyword to page theme. Back in SEO 101 I learned to use keywords in title, heading tags, etc; to use keyword rich link text (internal and inbound); not to hide text in images or Flash; and to provide good internal navigation to show Google the theme of my pages. In short SEO techniques improve PPC page value.

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