The wake of PPC - Post Penguin and Hummingbird! Google has been on a cleanup spree for quite some time now and it is literally ‘humming’ newer stipulations at regular and irregular intervals. What has affected the online marketers most in this regard is the impact it has on the organic search findings. The algorithm updates from Google has been nothing short of phenomenal to say the least and that has effectively necessitated the arrival of new set of verticals for market exposure. What this has brought about is the change in the way search engine optimization – or for that matter search engine marketing is conducted!
PPC for one has become a ‘more’ preferred mean of garnering online exposure and for valid reasons. To understand the impact of PPC in the new market scenario, it has to be understood how algorithms like Penguin and Hummingbird are impacting upon the new web structure. The impact on Hummingbird and Penguin are more pronounced on traditional SEO than even the Panda update. For PPC though, the transition has been absolutely critical. The structure of organic result is going through a change and it has definitely impacted upon PPC. The main reason behind this is the strategy behind “search” being unified. For the time being as such unification of approach exists, the paid and organic results will continue to impact each other. The PPC equivalents The PPC equivalent of the popular Hummingbird has been introduced by Google - and the Enhanced Campaigns have come into being thereby. The importance of this update is of mammoth proportion for the Adwords spectrum. It is seen by industry insiders as Google’s attempt to overhaul Adwords in due course of time. What has effectively resulted in is that the change in search result page listings and an alteration in digital marketing endeavors thereby,
from this perspective. Keyword phrasing is no more the set standard - rather the new system can effectively deduce intent of an internet marketing/SEO endeavor.
Impact on search results
The methodologies for paid search and organic though being different, their exposure being almost parallel to each other makes them easy comparatives. Organic listings can be played with t augment better exposure against the PPC counterparts. A major rollout form Google has been the conversational search. This somewhat level the playing field and organic finds are given the leverage here. Apart from this the Hummingbird algorithm essentially builds around forcing people to stress on more engaging and interesting contents.
User experience plays a critical role in this format and PPC does take a backseat in this regard. The notion of organic findings going obsolete against PPC is thus unfounded. In fact better quality scores can be the effective parameter for the success of PPC management services. More target and object oriented findings hold the mettle here and community based searches can thus effectively impact digital endeavors. What is to be seen thus is what Google rolls out to better augment the effect of Penguin and Hummingbird and thereby PPC.