This year marks the seventh year that I’ve written an article on the overlap of paid and organic search. For many of those years, the landscape was largely unchanged and it was simply a review of how well brands aligned their paid and organic efforts.

However, this year is different.
For the first time ever, mobile searches on Google exceeded desktop. To account for this massive shift, Google has made some of the most drastic changes to search results in years.

They removed the right rail ads and added a fourth paid listing above the organic results. This caused mobile results to be filled with paid ads.

See the example for the term “Car Insurance” below…

A search for this term required multiple scrolls before you got to true organic listings (past four paid results and a map with three local listings). This makes those top spots in organic even more precious since everyone is now lower on the scroll.

The other feature that has increased over the last few years is the appearance of shopping results. Google shopping continues to grow in the amount of impressions it receives and traffic it drives.

This year I started to track data for the number of times four paid ads, shopping results, or local listings appear in search results.

What did the data show us? Here are my two key findings from the data this year.

1) Paid search seems to rule the day, but don’t sleep on organicWith the screen shot above as key proof, paid search dominates the screen on mobile devices.

This plays into two factors for search engines: 1) stock valuation – Google, Yahoo, and Bing all need to drive revenue for shareholders, 2) User experience – I do believe that with call extensions on mobile and increased ad copy, the user experience with paid ads has improved.

With that said, organic and paid overlap did drop slightly year over year, but still had the second highest overlap in seven years.

I believe this is due to brands paying more and more attention to SEO, especially in regard to user experience, as well as Google’s increased focus on quality content (Panda) and use of technology (mobile friendliness).
2) The importance of “other” search listingsMany of us still think of search as text links, but for years now, search has been much more than that.

From the knowledge graph, images, news, and local listings, the search engines have been pulling a variety of different information into its results for a long time.

This year, as we started to track how frequently these items appear, we are reminded of this fact. For example, we found that shopping ads appeared 100% of the time for retail terms and 94% of the time for retail “technology” terms (iPad, Fitness tracker, etc). So if you are an advertiser and your feed isn’t right and you haven’t been paying attention to shopping ads you are probably missing out big time.

Local listings didn’t appear nearly as much as shopping, but I think this is really one to watch. Especially with the recent announcement of ads within maps.

This new feature will not only provide local businesses with great opportunities to be seen, but will also drive more revenue opportunity for Google and this usually means increased ad inventory.

If you haven’t considered what these changes have done to your results, or you haven’t already seen an impact to your data you should take a look. A coordinated search strategy that includes all elements, paid, organic, local, and shopping whenever applicable will set your brand up for success.



07/30/2016 5:33am

I will work on the SEO best practices and get my website equally high on the google ranking and therefore, I will enjoy a hefty profit.

08/01/2016 1:45pm

Best of skills buddy.

02/04/2018 7:34am

Possibly the site has just a couple, or perhaps the links are of low quality or have dated substance or "who cares" material that nobody truly needs. Perhaps you should make a move and get the quality links that will move your site up to where it will begin delivering the leads and deals that it ought to create.

08/03/2016 11:17pm

This blog is very informative and important for students of Organic SEO and PAID. Because here writer is talking about overlapping of their results in 2016. some pictures are also sahred here to attract readers which include graphs as well.

08/17/2016 6:43am

I am truly inspired by this online journal! Extremely clear clarification of issues is given and it is open to every living soul. I have perused your post, truly you have given this extraordinary informative data about it.

08/20/2016 1:05am

Professional SEO services involve various strategies that can enhance the online image of your organization. Here is an overview of how SEO services help you meet your sales and revenue targets.

08/22/2016 2:28am

Las Vegas SEO Company Offers Search Engine Optimization On A Budget. Read at KFDA‎

09/17/2016 5:27am

The money spent on SEO services is not actually an expense, but is an investment that is meant to give you good returns. That is why due care must be taken to ensure that the SEO service provider you are choosing is genuine and offers effective services.

09/18/2016 12:20am

A professional SEO company views vertical search very seriously and so should you. A vertical search engine is one that allows users to search from across different media. For example, Google is a vertical search engine - it allows users to search text,


A Great post full of useful tips. Thank you for sharing this valuable information with us.

09/26/2016 2:50am

Though nowadays you can find and select search engine optimization service companies around the world by searching the web, choosing foreign companies is not very safe. Hiring foreign companies to optimize your website means sending your confidential information to that company.

09/27/2016 12:21am

Voici un magazine d'actualité new look pour favoriser votre promotion sur internet et vous permettre de gagner de nouveaux machés commerciaux.

09/30/2016 10:30pm

Le marketing positif sous la loupe, analyse de tous les avantages que l'on peut en tirer. le renforcement de votre popularité sur le web avec le marketing positif pour améliorer votre communication.

10/06/2016 12:41pm

Hiring the best SEO company in your local area is getting a major trend where SEO experts are hired to do all the challenging work. Hiring a local SEO company is always a very good decision for companies who wants to get ahead of the marketing game. The best reason why to hire the best SEO company is that they have SEO experts that understand how to promote your business website properly, efficiently and ethically that could give you return of investment and help your bottom line.

10/07/2016 10:03pm

With so many colleges and universities using Web-based anti-plagiarism services, getting away with plagiarism is more and more unlikely.

10/11/2016 6:52am

thanks a lot for defining paid and organic seo results. Thanks a lot for publishing such beneficial and informative article .

10/31/2016 1:09pm

The importance of SEO especially in improving rankings and increasing leads really cannot be ignored. Every business needs a strategy that lowers marketing costs, but at the same time one that maximizes results and a good SEO marketing strategy can do this for your business. But to get it right, you might need to get assistance from an SEO agency to help you leverage your brand. An integrated agency is always a much better choice because it means that you can get everything that you need from one vendor greatly reducing on costs and time needed to make your SEO strategy work for the business.

11/03/2016 5:53am

We have gotten many new result through the different stages. It will be dealing with the suitable form of new information. These are the main causes for the showing of the same purpose. This is known as the first developer at the passage of time.


One of the key guidelines out there for an article to be effective is that it be original.

11/13/2016 12:07pm

SEO is at the forefront of boosting online sales and therefore it is vital that any businesses wishing to tap into the online market, or even the potential of the internet yet maintaining their offline sales, become SEO- savvy.


Some seo organization will still cost a fee more for getting your site a good position and than ask for per 30 days costs to keep your site up. This could be around few $ 100 a 30 days.

11/17/2016 12:03am

This is the time where we must adapt and improve our SEO, this was the root reason I had an SEO specialist working on my websites for improving the ranking of my website.


Now that I have got the idea for paying the bill of seo service that I have recently used for my website it feel good. It was really easy to do that and it was only possible through this article.

11/21/2016 12:52am

Advanced Marketing has moved passed the curiosity arrange in the psyches of numerous organizations partners. Computerized Management is in this way polished on a wide stage.

11/26/2016 1:54am

How much do you spend to get your high backlinks? I am guessing a good amount if you are paying a service to do it for you, or if you are buying backlink packets made by other people and paying a monthly fee.

11/26/2016 10:21am

Attractive design is not the only factor that will make the website gain popularity. The services of an efficient search engine marketing company will ensure this.

12/05/2016 3:55am

The SEO Toronto company services are very beneficial for business growth as they provide quality services.

12/09/2016 6:04am

It's a fact that the future of marketing is digital. While you can market the product/services on your own, you are highly discouraged from doing it. The best way of going about it is hiring a digital marketing agency.

12/14/2016 9:05pm

After getting the college loan the biggest problem is, HOW to repay it? If the monthly repayment 

12/14/2016 9:36pm

Writing and distributing articles on the Internet is one of the most effective means of promoting interest in your book. But the articles you publish must be content rich. They must demonstrate to your readers that visiting your website or buying your new book will provide them with even more relevant information. This can only be done if you fully understand who your target reader is.

12/15/2016 8:12am

The excellent post went ahead and bookmarked your site. I can’t wait to read more from you.

12/22/2016 4:50am

SEO service pricing & models are a very important factor for a client to develop his or her business. It is more beneficial for further business establishment.

01/07/2017 12:11am

Guest blogging is hot right now. Everyone is talking about the advantages of guest posting, the best ways to write a rocking guest posts, how to use guest blogging for SEO, link building and so on. But is guest posting really worth your while and does it deliver on the promises?


This article is for those looking to retain or purchase SEO services. SEO services often times cost thousands of dollars for quality work and the most experienced. It is a daunting task to weed the competent from the incompetent. The article provides you with advice and tips for making the right choice when obtaining SEO services.

02/10/2017 4:18am

02/16/2017 11:35pm

Vertical search is a professional SEO is very seriously, and so should you. Is a vertical search engine that allows users to search in a variety of media. For example, Google is a vertical search engine that allows users to search for text.

03/21/2017 2:18pm

Are you looking to create an everlasting presence on the Web? Then you have to choose wisely. A good website is the foundation stone for your fortunes on the internet. The internet is a great place to display your business, reach out to millions of people all over the world to promote and sell your products and services. Leveraging the power of the internet, you can take your business to an entirely different level in terms of visibility and generation of revenue.

04/21/2017 1:44pm

I am glad to read this post, its an interesting one. I am always searching for quality posts and articles and this is what I found here, I hope you will be adding more in future. Thanks

04/21/2017 3:45pm

Thanks so much for a great post. I'd like to know more about these topics and hope that I can receive more insight into this topic.

11/03/2017 12:00am

I gained new knowledge from well written content of this blog. It is showing some different kind of strategy to keep work better and improve with every new assignment. Gracefully written blog

11/03/2017 3:21am

I constantly like to read a top quality content having accurate info pertaining to the subject and the exact same thing I found in this article. Nice job.

02/06/2018 8:30pm

You covered all points of the topic.
I really appreciate.


Leave a Reply