Paid and organic search are the peanut butter and chocolate of the digital marketing world. One is good without the other, but when you put them together the combination is incredible. However, many search marketers, and brands today never create that powerful combination (at least on purpose).
For the third year in a row I took a look at a set of keywords to understand how many brands have listings in both paid and organic search. They keyword set has remained the same all three years across the various verticals.
In a year that had a significant amount of search marketing evolution (think Google Panda/Penguin and the Knowledge Graph) the amount of overlap between paid and organic search didn't change much.
PPC/SEO Brand Overlap Ratio Year Over Year Change
The data below looks at what brands appear in the paid and organic space. The key highlights indicate:
- Only consumer travel has consistently increased their overlap for three years in a row. Travel has been a sector that has seen some pressure over the last few years as the economy struggles. It has potentially led to fewer players, as well as a more coordinated strategy.
- Retail took its first drop. We noticed a lot more Google shopping results for this keyword set than ever before. This has a lot to do with the change in Google shopping to paid service, as well as continued proof that brands need to be found in various channels vs. being reliant on a few.
- Overall the amount of brands that appear in both paid and organic search has remained consistent over the past three years around 17 percent.
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