The main goal of every web page nowadays is to be ranked as high as possible in search engines such as Google, Bing or Yahoo. When it comes to organic search, there are plenty of strategies that can be used to make this happen. The surprising news, however, is that the use of paid search in parallel with regular SEO techniques could lead to more users.

David Chan, lead researcher for Google, mentioned there had already been much controversy behind his team’s discovery, with many people asking for detailed findings.

Experiments revealed a significant drop in the number of clicks for numerous websites when the use of PPC was discontinued. The only exception includes pages that already made it on one of the top results. Even so, using only organic SEO can generally only help a website reach the fourth or fifth place, whereas combining it with PPC guarantees a place in the top 3 results. This is very surprising to some and not new for others.

Google researchers also revealed brands tend to appear in the top results more often than any generic keyword.

The true benefits of paid search

Paid search should not be ignored even if the page in question is already ranked in one of the best positions. Google’s experimental findings reveal a whopping 50% increase in the number of clicks if a combination of SEO and PPC is used instead of simple organic SEO techniques.

Mr. Chan also declared he was surprised by the results but, after all, the data speaks for itself and webmasters know what they have to do from now on. Until now the true potential of PPC was rather ignored, but these findings could lead to major changes to website promotion services as we currently know them.

Try it on your own and see what happens

Web developers should know there will always be major changes in terms of how PPC influences organic search results. The number of clicks and the position in search engines are surely different for every advertiser and dependable on the keywords used by consumers.

As a consequence, it is always better to experiment before implementing any changes in the marketing strategy. In fact, the findings of Google’s research team come after some research conducted over a short time period, so nothing concrete is known about a long term strategy of using PPC and organic SEO.