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Perhaps more so than ever since there was a leaked screen shot of a search result screen showing internal "GG Scores" that assess the value of an organic result, observers/punters have speculated (for reasons I can't fully fathom) about the negative impact on your organic rankings that might come from advertising on paid search.

So does a heavy paid search campaign increase, decrease, or have no impact on organic standing, everything else being equal?

It increases it, indirectly.

Clearly, you don't get an *equal* number of new customers or readers from "organic only" presence vs. "organic plus paid." The paid media spend, quite simply, increases activity. It increases the number of people who buy from you, talk about you, bookmark your site, and so on.

Google can measure a surprising number of these signals... for organic ranking purposes.

Your paid media search spend is not wasted. And it doesn't subject you to some ridiculous process by which Google downgrades your organic rankings.

All my 2c.

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