As a medical practice, you are likely to invest in paid search and/or organic search at some point to increase your online visibility and drive traffic to your web pages. Although both approaches involve targeting relevant keywords and producing high-quality content, they differ in how each works. Naturally, this raises the question if paid search helps organic search. While the short answer is “no,” Google ads can support earned rankings in an indirect way. This blog illustrates how each pathway to being found in Google search results complement one other to drive traffic to your website.
The Indirect Influence of Paid Search on Organic Rankings
Does paid search help organic search results? Some assume that because a medical website has already been established as trustworthy by Google’s stringent ads platform, this merit can transfer to placement for organic search. In other words, if Google grades a healthcare landing page as quality within its paid ads lane, then it applies to other search results for the same website. However, Google uses a separate system for each; paid search performance will not directly impact organic search ranking.
Impact of User Behavior and Brand Familiarity
Google users are more likely to click on an organic listing if they have been exposed to a corresponding paid ad. It can be assumed that user familiarity also plays a role in boosting organic search performance. Consumers are also more likely to trust and engage with search results from brands they already know. Paid search ads can build brand awareness that increases the appeal when appearing in “organic” search results.
SERP Layout and the Role of Paid Ads
The increasing presence of paid ads in search engine results pages (SERP) has changed the way users interact with organic listings and decreased click-through rate (the number of times a paid search ad is clicked). Paid ads now dominate the top of SERPs, pushing organic listings further down the page.
That said, when your brand is seen in both paid and organic listings, users are more likely to recognize it and click your links. This increased traffic potentially leads to higher rankings in organic search.
Synergies between Paid Search and SEO Strategies
While different algorithms govern PPC and SEO, there is a synergy between them that can boost your brand recognition, lead generation, and improve your bottom line. Combining paid and organic search allows for a more comprehensive approach to brand awareness. One study found that combining the two channels can lead to a 25% increase in conversion rates and a 27% increase in overall traffic.
Aligning PPC campaigns with your SEO strategy will give your customers a more seamless experience. This can improve your conversion rates while also enhancing user engagement with your brand.
Addressing Keyword Cannibalization Concerns
Many businesses believe that overlapping keyword targeting between paid and organic search will cause keyword cannibalization, resulting in a reduction in organic search traffic. Cannibalization means that the positive results of one digital marketing initiative cancels out the results of another. The truth is that it is rare for this to happen. With that myth dispelled, we can trust that running both paid and organic campaigns can result in stronger visibility and higher click-through rates.
Adapting to Evolving SERP Dynamics
Search engines – like Google – strive to improve user experience and drive profit. Does paid search help organic search long term? For the time being, approaching search engine marketing as joint effort between paid and organic channels is ideal. As long as Google continues to display a balanced blend of paid search and organic, your medical practice can reap the benefits of leveraging both simultaneously.
Businesses relying on search engine marketing for growth face formidable challenges, but those who adapt quickly and learn to pivot in response to SERP dynamics can reap the rewards of a dominant search engine presence.
Summary: Does Paid Search Help Organic Search?
Digital marketers are constantly looking for ways to get more gains for their efforts. This brings up questions such as, “does paid search help organic search?” While it is true that Google will rank on both the paid search and non-paid search sides based on website quality, one does not transfer to the other. In other words, a great quality score for Google ads will not impact ranking organically for your website.
Paid search strategy can impact organic search indirectly. For example, if your website appears multiple times on a search engine results page, this maximizes your visibility for valuable search terms. Consumer behavior is another reason why showing up for both paid and organic search can make your digital marketing successful. If a patient recognizes your medical practice brand from a previous search, that familiarity increases the chances of click-through when your website shows in organic results.
Marketing strategies can achieve greater success when they use both paid and organic methods in tandem and are adaptable to Google’s ongoing shifts in search engine results page (SERP) rules.
Maximize Your Medical Practice Visibility Online with iHealthSpot’s Complete Digital Marketing Solution
Medical practices that show up for multiple online searches by patients in your area are not there by chance. More than likely, they have invested resources into ensuring their brand gets high visibility. iHealthSpot helps thousands of providers be more competitive in their local markets with digital marketing solutions. Our team is here to answer your questions about how to best approach your practice growth objectives through online channels. Contact us today to learn more.
