How to prevent PPC from cannibalizing your SEO efforts – Search Engine Land
If you manage both SEO and PPC, striking the right balance is key to maximizing efficiency and ROI.
When paid search campaigns compete with high-performing organic listings, brands end up spending more while gaining little additional traffic.
Keyword cannibalization dilutes search performance, inflates costs, and reduces overall marketing effectiveness.
This guide will help you recognize the warning signs of PPC cannibalization, test its impact, and implement strategies to ensure both channels work together for optimal results.
Signs your PPC campaigns are cannibalizing your SEO rankings
Declining organic click-through rates
If your organic rankings remain stable but CTRs are dropping, your paid ads might be stealing traffic from your organic listings.
This is usually the result of branded or high-ranking keywords being simultaneously targeted in PPC campaigns.
It’s also important to note that additional SERP features, ad placements, and AI-driven search results have contributed to…
The post How to prevent PPC from cannibalizing your SEO efforts – Search Engine Land first appeared on One SEO Company News.
source: https://news.oneseocompany.com/2025/02/17/how-to-prevent-ppc-from-cannibalizing-your-seo-efforts-search-engine-land_2025021760177.html
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