• ClickZ, Friday, June 12, 2009 5:45 PM

Paid search can help test and improve organic search campaigns, according to Kevin Lee. Instant feedback from the campaign can provide information about content, internal and external link strategies, as well as honing messages on landing pages and improving conversion rates when top organic listings are achieved. Knowing a different home page would convert better for brand traffic, you could make changes without losing top rankings.

Lee also explains how to achieve these benefits. For instance, measure the shift of clicks from the top-ranked organic listing into the paid search channel. Armed with this data, you can calculate the true return on investment of the incremental paid listings in the search engine results page.

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