To look at the benefits of taking the whole scenario in consideration when looking at paid and natural search performance is what this whole blog is about. Some people may not even know that there is a difference between paid results and natural when clicking through.
To simplify all this, think of SERP’s as a menu of options, with each one sending relevant signals of your immediate needs.
Look at a Holistic Approach
You should be looking at a holistic approach to your strategy to evaluate the benefits of visiting both paid and natural searches.
Most people who are considering the impact of SEO on SEM often look at keyword rankings and site engagement for either type. This can be a helpful indication but is not the right approach as there is not direct comparison.
Paid Versus Organic
Do not always think it is a battle between paid and organic searches as it is not. If the user does not make it clear in their intentions then it can be useful to have both options available.
Natural searches are perfect in this scenario but paid options will also compliment this perhaps focusing more on those who want to make a transaction. Develop a strategy for a complete coverage using both mediums.
Understand SERP’s Fully
Comparing paid and natural searches is helpful, but you must do this in the context of who appears alongside. By adding competitive searches into the overall scenario will give your research more relevance.
The key to understanding what is happening onsite is the messaging in ads and organic results. Any poor performance may be because of misalignment of landing page experience with what users see in their SERP, and has nothing to do with dynamic versus paid.
Split by Device
Your analysis should also consider what device that is being used, mobile traffic is rapidly growing its market share so your exploration into organic versus paid should reflect this.
Many experts have predicted that mobile will become the number one traffic driving device in the near future. But often it is the case that UX lags behind on a mobile device compared to a desktop one.
Use Many Metrics for Comparison
Draw up a list of metrics that are important to monitor for comparison, but discard anything that is not easy to action. Use a balanced approach with numerous easy to manipulate metrics rather than a single comparison.
Probably the most meaningful metrics are the ones that consider how easy and affordable it is to leverage the site. You could also bring in clicks and visits to bolster this study. Alongside this bounce rate is often used in SEO and overlooked when it come to PPC. Bounce rate can be a great indicator if the intent of the user is aligned with the message and content.
Once you have digested all of the above you need to put together a list of terms to prioritize.
The first step is to decide whether you want organic presence with no PPC or vice versa. Although research does indicate conversions are highest when both mediums are used.
The second step is to opt for searches with presence in both mediums but one channel outperform the other. After using your metrics to decide prioritize on the most beneficial one.
Finally presence of both organic and paid is achieved, though is not performing in either one.
In summary, digest your data and establish a list of objectives for organic and paid channels in the reality that neither can do the full job alone.