Here’s one client example that clearly illustrates the potential relationship between PPC and SEO.
How would that be possible? A couple options:
- You believe that part of Google’s organic search algorithm is how much a site spends on paid search. Possible but less likely.
- What’s more likely is…
- The more you spend, the more your ads appear
- The more visitors see your brand, in turn the more visits are recorded via Direct
- After a period of increased Direct visits, the algorithm that Google uses to evaluate this type of session gets triggered, and Google improves Organic rank for non-branded terms
This second option speaks to something that we know to true: Google and search engines in general value the quality of a user’s experience. What’s the true answer to this puzzle? Only continued testing will tell. Whether its experimenting with how programmatic can improve paid search profitability or how landing page updates affect conversion rate, the bottom line is individual marketing efforts cannot be analyzed in a vacuum.