Ideally, you want your website to be permanently present at the top of the first page of results on Google and other search engines for all the relevant keywords, thereby bringing your website masses of free traffic; but is that really possible?


Search engine experts used to optimise a web page with a combination of more than 20 keywords as it was the best way to promote a website through search engines. Today, any smart search engine marketer uses only one to three keywords. This is because search engines no longer allow websites to promote using so many keywords because they want to make money from their paid search models. If you want to bring more traffic to your website for a wider range of keywords, you may need to allocate a percentage of your marketing budget to PPC campaigns.  


Website owners whose websites rank well on top of Google’s organic search page argue there is no need for them to spend money on paid search advertising. While such websites are enjoying free traffic, their owners fail to understand or choose to ignore the fact that search engines change their algorithms without prior notice. One day, these website owners might wake up and see their website has suddenly dropped from page one to page five. An example of such an occurrence, Google’s ’Panda update’, massacred countless websites and caused many online businesses to lose significant amounts of money or go out of business completely. If a website that ranks well on organic search starts running PPC campaigns to be present as a sponsored link, it will always be there even in the case of sudden algorithm changes and rank drops within the organic search frame.     


As for new websites, they cannot appear on the first results page overnight. It takes a new website a long time to earn the trust of search engines, build quality backlinks and become known among the public to the point that people recommend it to others via blogs and forums. However, any new website can benefit from PPC campaigns and be present on the first results page of Google and other search engines within a few minutes.   


Search engines usually ignore any pages further than three clicks away from a website’s first page and do not index them; this is why the products on those pages never appear on organic search results. Using PPC campaigns, you can directly promote those URLs and pages and bring quality traffic to them.


PPC (pay per click) campaigns can attract more traffic to your website by using a wider variety of keywords for the same product or service; meaning more people (who use different keywords to find a product or service) may find your site. 


You can decide where your PPC ads appear. Do you want them to rotate around the first page? Do you want them only on the top or in the middle of the first page? Do you want them to appear on the second page as well? Keep in mind that being on top of the first page and not appearing elsewhere in search results does not guarantee quality traffic that leads to sales  not everyone looking for the product you offer looks at the first link on the first page when their search query returns results.