Can Google Ads Improve Your Organic SERP?

In 2011 Google discontinued organic keyword data from Google Analytics. The so called “Google Keyword Tool” was gone overnight and it had every online marketer in shock!

Google discontinued the organic keyword data from Google Analytics in 2011, when it began encrypting searches for users signed into Google accounts. This resulted in the rise of  “(not provided)”  keywords in Google Analytics reports. The change was done to “protect user privacy”, but it also meant that organic keyword-level data became unavailable.

Gone are the days where one could “follow the money” in organic markets.

In terms of the Google Keyword Planner, this tool was originally intended for Google Ads (formerly AdWords) users, and it was designed to provide keyword data for paid campaigns, not organic searches. However, its data was often used to research organic keyword opportunities. The Google Keyword tool itself continues to exist, but its data has increasingly become more focused on paid search metrics.

The official reason Google gave for removing organic keyword data in 2011 was user privacy. Google explained that it wanted to protect the privacy of users conducting searches, especially for those who were logged into their Google accounts.

By encrypting search queries using HTTPS, Google ensured that the search terms entered by users wouldn’t be easily intercepted by third parties. This resulted in search terms being replaced with “(not provided)” in tools like Google Analytics when users were logged in. Google stated that this move was to increase security, particularly with growing concerns over privacy and data protection at the time. It has since been long debated whether this tool was used to manipulate elections based on user data or whether Google simply wanted to drive more business into Google Ads. There is a lot of conspiracy around this and the more you go down the rabbit hole the more you can solidify your version of the truth. But Google’s official stance remained focused on protecting user privacy as the main reason for the change.

An Example of the results available using the Organic Google Keyword Tool (New Zealand = Local) Result from 2011

The Link Between Google Organic Keyword Data and Google Ads

Since 2011, Rank has invested over 200K into R&D to identify the link between Google Ads and Organic Ranking.

We have done so much testing that many of our IP’s have resulted in being banned or blacklisted as a result. This was always a risk factor that was taken into consideration and the results were worth it!

To summarize our experiment over a time period of 8 years:

1. At any given time, 50 Domains were used in 5 different countries. 
2. 25 domains paid for Google Ads, whilst 25 didnt.
3. Same niche websites on each half of the test sites.
4. Various levels of Google Ad budgets were tested.
5. Strict organic on/off-site strategies were used across all sites. 

The RANK result:

Late 2011 many sites lost their prestigious organic positions and failed to recover the following years. At the time RANK started experimenting with domain washing and successfully recovered every single site that was affected by the new Google Algorithm which seemed to favor sites paying for Google ads.

In our 50 website experiment, almost every single site paying for Google Ads outranked the ones that didn’t. We did experience variables depending on budgets and target KWs. In some cases we also pushed BlackHat methods to the limit to identify how sensitive the algorithm was. The results were astonishing.

My next blog will discuss the link between Google Ads and Keyword relevance to particular page within your website and how you can use Google Ads to benefit organically. 

More references covering this topic: 

• However, there was speculation that other factors played a role. Some believed that Google’s decision was influenced by public outcry over its cooperation with the NSA following Edward Snowden’s revelations. By encrypting organic search data, Google may have hoped to alleviate privacy concerns from users wary of government surveillance​ Foster Web Marketing
• Critics also pointed out a business motive, noting that while organic search data was hidden, keyword data from paid Google AdWords campaigns remained accessible. This led many to believe that Google’s decision was at least partially driven by profit, incentivizing companies to use paid advertising to access keyword insights​ HubSpot Blog