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Many people believe that including contextual advertising on a website can reduce its position in search results. These arguments are often accompanied by various theories, for example, that search engines may lower the rankings of sites so that more advertisers order advertising. However, this is a misconception and no conspiracy theories have any place here.
It is important to understand that contextual advertising and organic search results are two separate systems. Yandex.Direct is used to place paid advertising, and Yandex.Search is responsible for organic results. Officially, the results from advertising and SEO optimization are in no way interconnected.
But what happens in practice?
In practice, we see that after turning on advertising, the site may begin to show growth. How is this possible? Although search bots and ad bots are independent, both of these tools analyze website traffic. User behavior on a page is an important factor for the search algorithm. The traffic source plays a lesser role. If the site does not have organic traffic, then an advertising campaign can help generate it.
There is also the concept of “alternative traffic sources”, which is important for SEO. Search engines evaluate when a site is visited not only by users from organic search results, but also from other channels, such as email newsletters, instant messengers, and social networks. Launching advertising through Yandex.Direct helps increase this traffic, which has a positive effect on the site’s position.
In our experience, it is also worth noting that advertising in Yandex.Maps can have a positive impact on the site’s position. Although this effect is difficult to explain, it has been proven in practice.
However, there are times when a site may crash after advertising is turned on. This happens if the campaign was not set up correctly (not targeting the words or queries), or if the page the traffic is being directed to is poorly optimized and does not retain visitors. A high bounce rate is a negative factor for search rankings, which can lead to a decline in rankings. Therefore, it is important that advertising is relevant to users' goals and that the pages on the site are informative and provide a good user experience.
There is another point of view, which is that purchasing paid advertising can signal to search engines that the company is serious and ready to invest in its business, which can play into the hands and improve the site’s position in search results.
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If you have questions about SEO, write to the SEO studio "SEO COMPUTER" at info@seo.computer.
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