Organic and Paid Search:The Connection
Often we have clients ask, “Why should I invest in PPC when I already rank #1 in organic search results?” Or, “Why do I need SEO when I already have a finely tuned and successful PPC program?” The answer is simple: investing simultaneously in PPC and SEO can result in an incremental lift in overall performance.
As first noted in industry research by firms such as Nielsen ReelResearch and the “iCrossing Search Synergy” report, there has been conclusive evidence as early as the mid-2000s, that running an integrated organic and paid search campaign led to improved online performance, versus running either an organic search or paid search campaign alone. With these statistics in mind, we can begin to see the extreme importance of both organic and paid search in an overall integrated marketing campaign.
To demonstrate the connection between organic search and paid search, we tracked high-traffic keywords across both digital marketing solutions: organic search and paid search. The connection between the two solutions shows strong support for a symbiotic relationship. And while both organic search or SEO campaigns and paid search or PPC campaigns have the ability to be successful in their own rites, it’s undeniable that one solution positively impacts the other.