The Google Hummingbird update changed Google forever, as did the Hummingbird iterations that followed it. Instead of using SEO (Search Engine Optimization) factors, Google started to use big data to rank up websites. It used data that it gathered from people using its search engine, the Google Analytics programs that webmasters used, social media markers (previously Google Plus, and currently YouTube), and information gathered from Google Chrome users.

The resultant shift in Google behavior means that people may now use PPC services to increase the popularity of their website within targeted groups of people, which subsequently ranks the website up the search engine results.

How Can PPC Services Possibly Help A Website Rank Up the Search Engine Results?

Google uses big data for two reasons. It is used to interpret the meaning of websites, images, audio tracks and videos and also to judge the popularity of a website within certain demographics. Below, I explain what these mean. It is important that you understand what Google is doing so that you may better understand “How” and “Why” the use of PPC will help improve your search rankings.

Interpreting Images, Websites, Audio Tracks and Videos

This sort of interpretation is quite simple if you have access to the sheer amount of data that Google has access to.

For example, if you have five thousand people searching for a car that floats, and around 16% try a certain website and 7% click a certain image, then you can assume that the website and the image have something to do with floating cars.

Keep tracking such data, and over time you get a clear view of what a website, picture, audio track, or video is all about simply by monitoring how people interact with said element.

Judging the Popularity of Websites

In its simplest terms, Google judges how popular a website is by how many people use it and how many people quickly bounce from it. If a website is popular, then Google ranks it up the search engine results. Google is geared in this direction, but the process itself is actually far more complex.

Not only does Google judge popularity, but it also judges the user. This means your website may rank highly for some people and not for others, even if your search terms are the same.

For example, if you are Catholic and you often visit Catholic related websites, then your search engine results will reflect your Catholic theme. Websites about certain subjects with a Catholic edge will appear on your search engine results sooner than people who have shown no interest in Catholicism.

This is also true of inflammatory content. Continuing the example, a person who is Catholic is more likely to see anti-Catholic search engine results rather than anti-Jewish or anti-Islamic websites and ads.

How Does Pay Per Click (PPC) Help Rank Up a Website

Firstly, it helps to make your website more popular in general and helps make your website more popular with targeted demographics, which means Google will rank you up the search engine results.

Secondly, PPC draws your demographic to you, which means people from your target audience are more likely to see your website on the Google search engine results. People who have seen your website are more likely to see your website on the Google search engine results.

Making Your Website More Popular

PPC leads people to your website who wouldn’t have usually found it. Exposure to your website means several things. The user may
– keep your website address in their favorites and visit again multiple times
– may link to you from their websites
– may share your content on social media.

If you are using something such as Google paid ads and you are only spending a small amount, then the effect will be negligible. But, over several months, your Google search engine advertising will make your website more popular so that it ranks up the search engine results.

Drawing Your Demographic to You

PPC can be geared towards a certain demographic. This fact, plus the fact that PPC marketing involves certain keywords (and negative keywords), means that certain targeted people will visit your website.

These targeted people are more likely to buy from you or enjoy your content (since the content was made for them). They are therefore more likely to recommend your website/service, share your content, link to your content and so forth.

They are also likely to link to your content from other related websites and social media groups, which makes your website more popular for other-similar people (remember that Google judges the user too and pigeonholes them).

In other words, by attracting people who are interested in a certain niche area, you are making your website rank more highly for said niche whenever they use the Google search engine.

Recapturing People Who Have Already Visited

If somebody visits your website, even if they are visiting because they clicked an ad, then they are far more likely to visit again. They are more likely to see your website on the search engine results, and there is also a chance that your visitors really enjoyed your content and saved it or remembered it so that they may visit again at a later date.

Again, if people are visiting and revisiting, then your website appears popular and starts attracting more people as it ranks up the Google search engine results.

Here Is What You Do

Now that you understand the odd-but-interesting way that Google works, you need to exploit it with pay per click services. You need to:

Step 1 – Use PPC services (to not use it means you miss out on the SEO benefit)
Step 2 – Carefully target people using the demographic features offered by PPC services
Step 3 – Target people using cleverly chosen keywords
Step 4 – Use PPC in a sustained fashion over months and years

That is all you need to do. As you now know from what you have learned in this article, taking these four steps will create a situation where your website becomes more popular in general and also becomes more popular with your target demographic and target audience.

The Takeaway

Using PPC services is a fruitful way to improve your search engine ranking. You just have to remember that the whole process takes time. It is not a case of running a PPC ad and then six people have linked to your website within an hour.

It takes time and a consistent effort, but over time, people who use PPC services as per the four steps mentioned above will see their websites rank up the Google search engine results.

If you are looking for more information, expert advice, and time-tested tips, check out the PPC page on