Cannibalization or Branding?
I recently read an article at iMediaConnection.com about paid search cannibalizing organic search traffic. I think the article ignores the branding power of search. If the only objective in your search presence is direct response, then he might be onto something. If, however, you’re interested in building your brand recognition, the more visibility you have on a given search the better. A user might initially click through on a paid listing, an organic listing or neither, but the fact that your company appears all over the page for a given keyword, however, means that you’re multiplying the number of impressions per query. Add in some SLPR, and you’ll be benefiting from a “dominate the page” strategy. Your brand is now on its way to becoming synonymous with that keyword.
“…we found cases where half or even more of the paid traffic would likely have arrived from organic listings if the paid ads were not present.”
To me, that statement is pretty meaningless, and negates most of what this guy was saying. What kind of study uses the words “would likely”? How do you quantify that? How many cases?
Sounds to me like Gary Angel is trying to drum up some awareness for SEMphonic by publishing a little controversy.
Anonymous said:
Ah yes, link baiting. What better way to drive traffic and consequently links…leading to higher organic visibility. Nice!
Chris Wight said:
Indeed. The only reason I called him on it is that he also mentioned that the practice of ranking well in both the organic and paid results was self serving on the part of the SEM shops. But not his! Heavens, no. SEMphonic is looking out for your best interest. They don’t upsell anything, pinky-swear!