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A member of the research community claimed in a tweet that his client had been explicitly told by Google that spending more on pay-per-click (PPC) advertising would improve their organic search rankings.

The accusation shocked a lot of people in the Twitter feed as Google has long insisted that using their advertising does not directly impact organic rankings.

Google’s Advertising and Search Policy

Google has long maintained that there is a firewall between the paid side and the organic side and that the two sides do not communicate.

Surprising alleged Google solicitation

Because Google has maintained this separation between the paid and organic sides of Google, a search marketer expressed shock on Twitter after a customer was approached with Google PPC sales to increase spending in order to increase its classification.

« Shakedown » of a Google Ads customer?

Word « shakedownHas many meanings, including extortion. Extortion means making someone pay by force of a threat. It is a word that evokes corruption.

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Fittingly, the word shakedown conjures up the image of holding someone upside down by their heels and shaking their money out of their pockets.

She tweeted:

“I don’t know yet how to deal with the fact that Google just shakedown one of our customers. Basically, they’ve been told to spend more on paid ads in order to improve natural search * for their brand name. * « 

She then followed up with:

“For a long time those of us active in SEO knew Google would, but Google always denied it.

It was really different seeing them say it out loud. « 

One person insists it’s not a misunderstanding

Understandably (and reasonably) some have asked if it is possible that this is miscommunication.

The person who reported the alleged incident replied no, they indicated it was not miscommunication.

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They said the alleged Google seller solicitation was unambiguous. They said the Google Ads seller explicitly linked improved organic rankings to increased ad spend.

It wasn’t just something that would have been communicated orally either. The person who recounted the alleged incident said the Google seller had put it in writing in an email.

She tweeted:

“Luckily our client forwarded the email with a ‘holy cow, can’t believe they put it in writing. What do you think? »

We have sophisticated and intelligent clients. « 

then follow in Twitter feed:

“I have to ask you to trust me when I say that was a blatant consideration. I prefer not to be more specific in public at the moment while waiting to see if it is topical or not. « 

Google’s Danny Sullivan steps in

Maybe no one was more concerned than Danny Sullivan.

He stopped in the discussion tweet a response:

“The ad spend won’t increase your SEO. At all. And if you’d like to text me, I’ll follow up with the @GoogleAds team to find out why that was said. Because it should never be said. , because it absolutely does not work that way.

Someone replied that PPC shouldn’t leverage organic to sell more ads.

Google’s Danny Sullivan has confirmed he’s already taken action.

He tweeted:

“It will be resolved. I have already sent emails about this now. I guess the representative was perhaps referring to some studies. I remember that sometimes people can click more on ads or unpaid search results when both are present. This is NOT a way to improve SEO rankings… ”

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In response to someone else, Danny replied:

The discussion ended quietly with the original poster confirming that Danny had contacted her.

Google PPC and organic search separation

Google was originally an ad-free service. This helped Google gain popularity as other search engines were filled with banner ads which made search a poor user experience.

So when Google finally introduced advertising, they promised that the advertising side would never influence organic search rankings.

While over the years Google has been accused of coordinating with the paid search side to show bad search results to encourage more clicks on ads, these were usually ideas. from the fringe corners of search marketing, baseless conspiracy theories.

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The majority of people participating in this discussion on Twitter seemed to believe that the alleged incident was not a normal occurrence. Read the discussion on Twitter here.



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