Do Ads affect SEO?:
Yes, ads can affect SEO, and it's important to understand how they're connected. Ads are a form of paid search or it could be other forms of paid ads [like social media], and the more people click on your ads, the higher your website's ranking can become in search engine results.
This is because clicks are seen as a signal of relevance to search engines, which can help boost your rankings. This doesn't mean you have to constantly run ads, as long as your website's SEO is handled properly and all search engine’s recommended SEO techniques are in place.
“Improving technical SEO and increasing brand awareness will be the two key strategies brands are implementing in 2023 to improve organic visibility of content and organic traffic” – SEO Trends & Predictions for 2023 Report by Conductor
The other significant aspect that ads affect SEO positively is the fact that when people are exposed to ads regularly, they become more aware of the brand, company, or business and begin researching it on search engines.
The probability that the target audience or potential customers will click on the ads to learn more is likely to increase [during this period] once they have confidence in the business running the ads.
"People want highly targeted ads that fit their personal preferences. The more personal and curated the ads are to the individual, the more responsive consumers will be to those brands" - channable and Marketing Dive 
If they have visited your business website and viewed your products, services, or solutions, the search may occur even after seeing your ads or post-ads campaign. This is because your ads may be connected to the offerings they previously viewed on your website.
It's also important to keep in mind that ads can influence the way people interact with your website. If you have ads that are intrusive or overly promotional, people may choose to leave your website without clicking on any of your content.
This can have a negative impact on your SEO [due to a higher bounce rate] as it signals to search engines that people are not finding what they're looking for on your site.
To ensure that your ads are not having a negative effect on your SEO, make sure that they are relevant to your website's content and that they don't interfere with the user experience.
“Page experience factors will continue to become a more significant ranking factor as Google prioritizes pages that provide the best UX. Companies with a pulse on the latest search industry trends are prioritizing UX and CX improvements now to protect and improve rankings moving forward” – SEO Trends & Predictions for 2023 Report by Conductor
Additionally, you should track the performance of your ads and monitor their impact on your website's rankings to ensure that they are helping rather than hindering your SEO efforts.
Ads can also help increase the domain authority of your site, as links from other sites are seen as a sign of trustworthiness. However, it's seriously important to note that ads alone won't make your site rank higher on search engines.
“Google recently updated its E-A-T guidelines to include an extra “E” for experience. This shows that Google is continuing to focus on authoritative content, and it’s vital that you show the user you know what you’re talking about” – Search Engine Journal
Ads should be used in conjunction with other SEO techniques such as keyword optimization, quality content creation, technical SEO, and link building. They can only complement these strategies by increasing visibility and driving more people to your site.
“Admittedly, content creation is a time-consuming piece of the puzzle in the SEO routine. And AI is where the SEO industry is headed. Now, AI content generation tools can be valuable assistants but they hardly substitute human experts” – Sitechecker
While working on SEO is the long-term approach for the greatest results, ads are a temporary solution.
SEO strategies to boost website content ranking:
It's also important to ensure that the ads you use are relevant to your target audience and are placed strategically to maximize their effectiveness.
Ads that aren't relevant or improperly placed can actually hurt your SEO efforts, so it's best to invest in quality ads that will bring in the right kind of visitors.
Overall, ads can affect SEO positively when used correctly. They can bring in more visitors and increase the authority of your site, but it's important to remember that they're just one part of the puzzle.
Investing in SEO strategies including organic content distribution is highly recommended for achieving top search engine rankings in the long run which is always worth it.
Here's related information that might be useful to you – Does web hosting affect SEO?
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