PPC does not directly increase SEO rankings. You should understand that PPC (pay-per-click) ads are separate from organic search results. However, running PPC campaigns can drive traffic to your site, which can improve visibility. You should use PPC to test keywords and see what performs well. This can inform your SEO strategy for better targeting. PPC can also help your brand gain more exposure, leading to more organic clicks and potential backlinks. While PPC doesn't impact SEO directly, it can support your overall digital marketing strategy and indirectly benefit your site's SEO performance.