When it comes down to it you want more traffic through your website and PPC, Pay Per Click, will supply you with more. Google uses around 200 different factors to rank a website and there may be more. Google gives you clues to what they are but when it comes down to it they do not tell you what all of them are. This is what makes SEO, Search Engine Optimization, so difficult. When you put your website into Google Analytics it makes it easier for them to track your site and that is why I highly reccomend it. Here are the factors in their algorithm that are, I believe, relate to traffic through your site:
- Total amount of page views
- Bounce rate (view one page and leave)
- Location of visitor (Geographic)
- Diversity of visitors (they know this if the visitor has a Google+ account profile and if not they track each searchers viewing habits)
- Sticky Rating (average number of pages view by each visitor)
- Modified Sticky Rating (average number of pages viewed by each visitor that views 2 or more pages)(subtract out the bounce rate)
- Ratio of visitors to call to actions (contact forms and clickable phone numbers)
And each of these are broken down further. For instance they track the same factors for each page in your site which raises the page rank of the page and as a result it raises other pages that the page links to. So the question is how will PPC helps in your organic rankings:
- PPC visitors improve your sticky rating since they have selected you and are more than likely viewing three or more pages. In the organic section of SERPs, Search Engine Results Pages, your site shows up in obscure searches and the visitors are more than likely not seeking your site out which raises your bounce rate.
- PPC lowers your bounce rate since the visitors derived from it view more than two pages, the landing page in the site and then the page that supplies them with the information they are looking for.
- PPC brings you visitors in from your geographic location; i.e. Texas. In the organic you can get visitors across the Globe which does not help you in the keyword phrase “health insurance Texas”.
- PPC brings in a more diversified visitor pool. Since it is targeted at different types of searches it is more than likely to bring you a diversified visitor pool.
- PPC improves your ratio of visitor to call to action. This is due to the visitor from PPC are more than likely to use the call to actions in your site.
Lastly: Google will never admit that when you participate in their PPC program it gives you a boost in the organic. Just like placing Google AdSense ads in your site raises you up so does participating in their PPC; my experience tells me this. That leaves a question “how do they put the three together Website, PPC, and AdSense ads?” In Google analytics you can put your PPC strategy in for tracking and the AdSense ads are registered with them in the domain they are in.
Alex Gilmore
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