This is one tricky question to answer. Google naturally wants to promote the use of their ad programs, because it gets them a larger market share and it gives them more money to play with. On the other hand, they have a strict “don’t be evil” policy, and they’ve done a lot of work to try to divest money from SEO. They don’t want big companies to always win simply because they have more money to invest.
At the same time, those big companies tend to win because they can spend more money doing the things that make organic SEO work, like publishing large amounts of highly researched, quality content produced by a team staff or network of freelancers. They can spend more money building connections and getting links. They can hire important and visible influencers. There’s only so much Google can do to limit the influence of money in a way that can’t, well, be circumvented with enough money in the right places.
How AdSense Can Hurt
The fact is, AdSense can actually hurt your site, though you typically have to implement them incorrectly for that to happen. How’s that work?
First, AdSense runs in a script which calls data from Google servers. No matter how fast this script is and how fast the servers respond, it’s the transfer of data in a call and answer, which means additional delay. This can slow down page load times and, if the delay is significant enough, can hurt your organic search rankings.
Secondly, ads are ads. Google has a long-standing penalty on sites that implement too many ads above the fold of a website, or too many ads on a given page in general. They don’t whitelist their own ads, or else you would see every website running as many as they could cram in and still get clicks to.
Then, there’s the problem with MFAs.
Now, what about AdWords? You don’t have the same benefit of getting money directly, because you have to spend money on the ads. However, what you get for that money is traffic, ideally targeted traffic.
Targeted traffic is great, because it’s the kind of audience you want to have around. People seeing your ads will discover you when they might not otherwise have ever encountered your site. When they see that your site is about their interest, and they see you have value, they’ll stick around to read. This exposes them to your marketing and to your content.
As long as you have a satisfactory user experience, and as long as you have a way to make money from those interested users, you’re going to come out ahead. Ideally, you’ll do more than run AdSense on your pages, but it’s better than nothing if it’s all you have. If you sell products, you can get people buying them. You can get people signing up for subscriptions. You can get them clicking your affiliate links. All of this makes you money.
Additionally, these people may remember your site or your name. They can become dedicated followers, coming back to your blog organically in the future. They can follow your social media accounts and become brand advocates, if you’re particularly lucky. All of this is beneficial to your organic ranking, indirectly.
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