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Fri, 09 May 2008 10:06:31 -0500
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Do Paid Keyword Ads Jeopardize Organic Search Rankings?

Fri, 02 Mar 2007 17:15:00 -0400

I heard about this from Dan Kimball at ModernBill. Bill Slawski has two interesting posts on Search Engine Land and SEO by the Sea about a just-granted Microsoft patent ("Systems and Methods for Removing Duplicate Search Engine Results").

The patented technology aims to "efficiently locate desired information.... by] removing unnecessary multiple references to a common resource such as redundant URLs as another listed URL". Consequently, any given page of search results would contain a greater number of unique URLs than would otherwise occur without filtering. Bill says this implies the possibility of removing organic search results from pages that already contain paid listings.

Two Search Engine Land readers reported that they've already seen organic rankings drop as a result of buying keyword ads from Yahoo! and Google, respectively. While search engines are understandably eager to maximize keyword ad revenue, Bill says the ideal situation for advertisers is to have a paid result, an organic result AND a Google Onebox result all on the same page.

This reminds me of Business 2.0's "Perfect Online Ad" article, in which Usama Fayyad, the NASA rocket scientist turned Yahoo! researcher, says paid search alone is much, much less effective than multiple forms of exposure. (He was making the case for non-search ads, though, seeing as 95% of our online time is spent on non-search activities.)

In any case, I did a quick Google search for web hosting and found that there's no overlap at all between the paid ads and organic listings on the first page. Even more interestingly, GoDaddy has the #2 Adwords bid (which puts it at the top of page 1), but a #11 organic ranking (top of page 2). HostGator, on the other hand, has a lower bid that puts its ad on page 2 - but its organic ranking is #9 (bottom of page 1). Coincidence? Or filtering? What do you think?

Go to Hostican.com

But I also do agree with the stand point of Gandi.com -

that they’d rather spend time in what they do best and

are specialized at, instead of being and acting as Net

Police. “Who watches the watcher? The global community

of course!” And: “Our role is not to police the Internet.

For that there are anti-spam forums, special blacklists,

and concerned citizens, all of which I commend for their

vigilance and dedication, and contribution.

The same is equally true for your ecommerce store. While it is virtual, not physical, it’s housing can no more be a shack in a field than your physical store.

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