For fans of the long-running SEO Death series, this isn’t really a new issue. About two years ago I posited Is Your Adwords Campaign Hijacking Your SEO Traffic?
The answer of course was “yes.” Here’s the graph that illustrated the problem:
I am re-upping this because we just got a new client that hired us because their organic traffic had started tanking, but when you looked at the data in Google Search Console, it only showed brand queries were tanking. And said tanking started pretty much when the paid traffic started increasing.
We did some back of the envelope calculations on SEMRush CPC data available for their brand queries and we calculated this client is spending an additional $20,000/day to buy $50,000 in revenue*. This isn’t such a bad deal until one considers that until the increase in paid search traffic, the client was spending ~$0 to achieve that revenue. So their margins just took a 40% haircut. Read On…