This is something Google has said for years, but they’re making sure we hear it again; if you use Google Ads or Google Analytics, that’s great, but it has literally no direct impact on your rankings in the main search engine.
You can read more about this from this post in Search Engine Roundtable.
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People often wonder, or assume, if purchasing Ads through Google will help with their organic rankings. A user was talking about this on Twitter and said:
“Google’s default “first guess” is always going to be one of your business partners or advertisers, right?”
Google’s Danny Sullivan was quick to jump in and diffuse that, saying:
“No. We have ads. Not every search you do will show ads, however. As for our search results, they are completely independent of our ads. We don’t give advertisers any preference.”
That’s something we’ve heard for years, and it makes sense. What gets a little trickier is when you talk about Google Analytics. People often assume that Google uses data from Analytics, such as time on site and bounce rate, to affect the rankings. It doesn’t. Again, Danny Sullivan:
“Google Analytics is also separate from Google Search. We don’t make use of that. It wouldn’t make any sense, since not all sites use it. It’s not representative.”
Where it gets a little tricky is the some of the things you’ll see in Analytics are things that Google can see without that help. For example, if someone comes to your site and bounces right away, we’ll see that in Google Analytics. However, Google can see that from their side without the help of Analytics. “Mickey went to site a, and now he’s back clicking on other results just five seconds later? Site a must not have had the answer he needed.”
Google Ads and Google Analytics are great tools that you should consider using as part of your business, but just know that if your main goal is to achieve higher organic rankings, those tools won’t help at all.